Price Sentivity Analysis using Van Westendorp

questions

4 Pertanyaan:

 At what price would you think product is a bargain – a great buy for the
money
 At what price would you begin to think product is getting expensive, but you
still might consider it?
 At what price would you begin to think product is too expensive to consider?
 At what price would you begin to think product is so inexpensive that you
would question the quality and not consider it?

Contoh hasil:

ID Too Cheap Bargain GettingExpensive TooExpensive

1 40 100 500 500

2 1 99 100 500

3 10 100 400 450

4 0 30 100 150

5 0 500 1000 1000

you will need to plot inverse cumulative distributions (1 minus the number from
the Histogram tool) for two of the questions. Bargain is inverted to become “Not
a Bargain” and Getting Expensive becomes “Not Expensive”.

Angka persentase yang terlihat adalah kumulatif.

Van Westendorp example chart

Usulan harga optimum ada pada “Range of Acceptable Price”.

Terjemahannya:

 “At $10, only 12% think the product is NOT a bargain, and at $26, 90%
think it is NOT a bargain.”
 “44% think it is too cheap at $5, but at $19 only 5% think it is too cheap.”
 “At $30, 62% think it is too expensive, while 31% think it is NOT expensive
– meaning 69% think it is getting expensve”

(Remember these are cumulative – the 69% includes the 62%).