IDEAS home Printed from https://ideas.repec.org/a/zbw/hsgmrs/276171.html
   My bibliography  Save this article

Was sind Kunden zu zahlen bereit? - Ein Vergleich der Open-Ended-, Gabor-Granger- und Van-Westendorp-Methode

Author

Listed:
  • Müller, Steffen
  • Heim, Nina
  • Matthys, Stefan

Abstract

Die Zahlungsbereitschaft gehört zu den wichtigen Informationsgrundlagen im Pricing. Zur Messung stehen verschiedene Verfahren zur Verfügung. In der Praxis werden oft direkte hypothetische Methoden eingesetzt. Es fehlen aber Erkenntnisse, ob sich diese in ihrem Ergebnis unterscheiden. Dieser Beitrag vergleicht die Open-Ended-, die Gabor-Granger- und die Van-Westendorp-Methode empirisch am Beispiel von Kaffeebohnen und gibt Empfehlungen für deren Einsatz.

Suggested Citation

  • Müller, Steffen & Heim, Nina & Matthys, Stefan, 2022. "Was sind Kunden zu zahlen bereit? - Ein Vergleich der Open-Ended-, Gabor-Granger- und Van-Westendorp-Methode," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(1), pages 10-15.
    • Handle: RePEc:zbw:hsgmrs:276171
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/276171/1/MRSG_2022_1_10-15.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
    2. Hofstetter, Reto & Miller, Klaus M. & Krohmer, Harley & Zhang, Z. John, 2021. "A de-biased direct question approach to measuring consumers' willingness to pay," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 70-84.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Joshua Benjamin Schramm, 2025. "Incentive alignment in conjoint analysis: a meta-analysis on predictive validity," Marketing Letters, Springer, vol. 36(3), pages 533-546, September.
    2. Schmidt, Jonas & Steiner, Michael & Krafft, Manfred & Eckel, Nadine & Dahl, Darren W., 2024. "Hitting the bullseye: Accurately measuring willingness to pay for innovations with open and closed direct questions," International Journal of Research in Marketing, Elsevier, vol. 41(2), pages 383-402.
    3. Owais Khan & Andreas Hinterhuber, 2025. "Personality traits and willingness to pay for sustainability in supply chains," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 24(1), pages 3-11, February.
    4. Mankaï, Selim & Marchand, Sébastien & Le, Ngoc Ha, 2024. "Valuing insurance against small probability risks: A meta-analysis," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 109(C).
    5. Haghani, Milad & Bliemer, Michiel C.J. & Rose, John M. & Oppewal, Harmen & Lancsar, Emily, 2021. "Hypothetical bias in stated choice experiments: Part II. Conceptualisation of external validity, sources and explanations of bias and effectiveness of mitigation methods," Journal of choice modelling, Elsevier, vol. 41(C).
    6. Animashaun, Jubril & Awogbemi, Kofoworola A. & Karim, Ramota O. & Emediegwu, Lotanna E., 2023. "Strategic Bias in Willingness to Pay Studies for Traditional Food Products: Anchoring Evidence on Repeated Experiments," 2023 Seventh AAAE/60th AEASA Conference, September 18-21, 2023, Durban, South Africa 365975, African Association of Agricultural Economists (AAAE).
    7. Georgarakos, Dimitris & Kim, Kwang Hwan & Coibion, Olivier & Shim, Myungkyu & Lee, Myunghwan Andrew & Gorodnichenko, Yuriy & Kenny, Geoff & Han, Seowoo & Weber, Michael, 2025. "How Costly Are Business Cycle Volatility and Inflation? A Vox Populi Approach," IZA Discussion Papers 17675, Institute of Labor Economics (IZA).
    8. Muñoz-Muñoz, E. & Crespo-Cebada, E. & Mirón-Sanguino, A.S. & Díaz-Caro, C., 2025. "Investors personality correlates with sustainability preferences in investment – A choice experiment with Spanish investors," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 114(C).
    9. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    10. Jasmin Ebert & Peter Winzer, 2024. "Demand for 5G from residential customers in Germany: a quantitative online survey using the Van Westendorp method," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(5), pages 489-495, October.
    11. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
    12. Benjamin, Emmanuel O. & Hall, Daniel & Sauer, Johannes & Buchenrieder, Gertrud, 2022. "Are carbon pricing policies on a path to failure in resource-dependent economies? A willingness-to-pay case study of Canada," Energy Policy, Elsevier, vol. 162(C).
    13. Anne Hamby & Cristel Russell, 2022. "How does ambivalence affect young consumers’ response to risky products?," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 841-863, July.
    14. Hofstetter, Reto & Miller, Klaus M. & Krohmer, Harley & Zhang, Z. John, 2021. "A de-biased direct question approach to measuring consumers' willingness to pay," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 70-84.
    15. Cynthia I. Escobedo del Bosque & Achim Spiller & Antje Risius, 2021. "Who Wants Chicken? Uncovering Consumer Preferences for Produce of Alternative Chicken Product Methods," Sustainability, MDPI, vol. 13(5), pages 1-21, February.
    16. Wei, Xuan & Khachatryan, Hayk, 2023. "How consequential is policy consequentiality? Evidence from online discrete choice experiment with ornamental plants," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 107(C).
    17. Daniel Engler & Gunnar Gutsche & Andreas Ziegler, 2025. "Does the willingness to pay for sustainable investments differ between non-incentivized and incentivized choice experiments?," MAGKS Papers on Economics 202515, Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung).
    18. Meng Zhao & Xueqi Zhang & Chenxing Wang & Yu Zhao & Gang Wu, 2021. "Research on Residents’ Willingness to Pay for Promoting the Green Development of Resource-Based Cities: A Case Study in Chifeng," Sustainability, MDPI, vol. 13(5), pages 1-24, March.
    19. Eric Innocenti & Dominique Prunetti & Marielle Delhom & Corinne Idda, 2025. "A Modular Approach for ABM/LMM Models: Specification of Reusable Building Blocks Centred on the Economic Concepts of WTA and WTP," Post-Print hal-05161281, HAL.
    20. Ohlwein, Martin, 2022. "Same but different - The effect of the unit of measure on the valuation of a unit price," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:hsgmrs:276171. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://imc.unisg.ch/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.