Abstract
The recent launch of 4G in India initiated disruption in telecom sector with price wars. Knowing the consumers’ willingness to pay (WTP) is vital step toward the survival in such a turbulent situation. We present Van Westendorp price sensitivity model to assess the range of acceptable price as well as the optimal prices for 2 GB and 5 GB data packs to understand the consumer’s WTP for 4G data services. The price sensitivity meter identifies the acceptable range and optimal price points. The estimates obtained are similar to the current prices of the data packs in the same telecom circle which validates suitability of the price sensitivity model.
Similar content being viewed by others
References
Adam, D. 1970. Consumer reactions to price. In Pricing strategy, ed. B. Taylor and G. Wills, 75–88. New Jersey: Brandon Systems Press.
Allen, T.T., and K.M. Maybin. 2004. Using focus group data to set new product prices. Journal of Product and Brand Management 13 (1): 15–24.
An Empirical Analysis of Common Approaches Relevance. Retrieved from SSRN: https://ssrn.com/abstract=2025618.
Balderjahn, I. 2003. Erfassung der Preisbereitschaft. In Handbuch Preispolitik. Gabler Verlag, pp. 387–404.
Breidert, C. 2007. Estimation of willingness-to-pay: Theory, measurement, application. New York: Springer Science & Business Media.
Breidert, C., M. Hahsler, and T. Reutterer. 2006. A Review of Methods for Measuring Willingness to Pay. Innovative Marketing 2 (4): 8–31.
Chhabra, S. 2015. Determining the optimal price point: Using Van Westendorp’s price sensitivity meter. In Managing in Recovering Markets, ed. S. Chatterjee, et al., 257–270. Gurgaon: Springer.
Gabor, A., and C.W.J. Granger. 1961. On the price consciousness of consumers. Applied Statistics 10 (3): 170–188.
Gabor, A., and C.W.J. Granger. 1966. Price as an indicator of quality: Report on an enquiry. Economica 33 (129): 43–70.
IAMAI and KANTAR IMRB. 2016. Internet in India. India, 11th December, http://www.iamai.in/research/reports_details/4861.
Indiastat 2017. Month-wise number of telephone subscribers (wireless and wireline) by residence in India [Data file]. Retrieved from https://www.indiastat.com/table/telecommunication/28/network/19279/600026/data.aspx.
Kotler, P., and Keller, K. 2016. Marketing Management (Global Edition, 15/e), Hardcover.
Kunter, M. 2016. The Van Westendorp price-sensitivity meter as a direct measure of willingness-to-pay. European Journal of Management 16: 45–54. https://doi.org/10.18374/ejm-16-2.4.
Lipovetsky, S. 2006. Van Westendorp price sensitivity in statistical modeling. International Journal of Operations and Quantitative Management 12 (2): 141.
Lipovetsky, S., S. Magnan, and A. Zanetti-Polzi. 2011. Pricing models in marketing research. Intelligent Information Management 3 (05): 167.
Lyon, D.W. 2002. The Price is Right (or is it?). Marketing Research 14 (4): 8–13.
Marbeau, Y. 1987. What value pricing research today? Journal of The Market Research Society 29 (2): 153–182.
Marn, M.V., E.V. Roegner, and C.C. Zawada. 2003. The power of pricing. McKinsey Quarterly 1 (1): 27–39.
Miller, K.M., R. Hofstetter, H. Krohmer, and Z.J. Zhang. 2011. How should consumers’ willingness to pay be measured? An empirical comparison of state-of-the-art approaches. Journal of Marketing Research 48 (1): 172–184.
Monroe, K.B., and J.L. Cox. 2001. Pricing practices that endanger profits. Marketing Management 10 (3): 42.
Mora, M. 2011. Making The Case Against the Van Westendorp Price Sensitivity Meter, 31 January 2011, accessed on 23 October 2017. https://www.relevantinsights.com/van- westendorp-price-sensitivity-meter/.
Newton, D., Miller, J., and Smith, P. 1993. A market acceptance extension to traditional price sensitivity measurement. In: Proceedings of the American Marketing Association Advanced Research Techniques Forum.
Ofir, C., and Winer, R.S. 2002. Pricing: economic and behavioral models. Handbook of marketing, pp. 267–281.
PTI .2016. India telcos’ mobile data revenue may hit Rs. 95.5 K crores in 5 years, 18 October, accessed on 20 February 2017. http://www.thehindu.com/business.
Samanta, S.K., J. Woods, and M. Ghanbari. 2008. Impact of price on mobile subscription and revenue. Journal of revenue and pricing management 7 (4): 370–383.
Roll, O., L.H. Achterberg, and K.G. Herbert. 2010. Innovative approaches to analyzing the price sensitivity meter: Results of an international comparative study. Vantaa: Laurea Publications.
Salamandic, E., S. Alijosiene, and R. Gudonaviciene. 2014. Price sensitivity measurement depending on brand awareness: A case of Ziede brand. Procedia-Social and Behavioral Sciences 156: 473–478.
Steiner, M., and Hendus, J. 2012. How consumers’ willingness to pay is measured in practice: An empirical analysis of common approaches’ relevance.
Stoetzel, J. 1954. Psychological/sociological aspects of price. In Pricing strategy: Reconciling customer needs and company objectives, ed. B. Taylor and G. Wills, 70–74. London: Staples Press Ltd.
Stout, R.G. 1969. Developing data to estimate price-quantity relationships. Journal of Marketing 33 (2): 34–36.
Telecom. 2017, October 28. Retrieved from The Economic Times: https://telecom.economictimes.indiatimes.com/news/indian-smartphone-market-grows- 23-to-overtake-us-in-q3-samsung-xiaomi-drive-shipments/61255184.
Van Westendorp, P.H. 1976. NSS-price sensitivity-meter (PSM)—a new approach to study consumer perception of prices. In: Proceedings of the 29th ESOMAR Congress, pp. 139–167.
Wang, T., R. Venkatesh, and R. Chatterjee. 2007. Reservation price as a range: An incentive-compatible measurement approach. Journal of Marketing Research 44 (2): 200–213.
Winer, R.S. 2005. Pricing. Cambridge, MA: Marketing Science Institute.
Acknowledgements
The authors acknowledge the efforts of the members of the student team at T. A. Pai Management Institute led by Ms. Apoorva Agarwal in designing the games, collecting the data, and doing the preliminary analysis for this study.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Khandker, V., Joshi, K.P. Price determination for 4G service using price sensitivity model in India. J Revenue Pricing Manag 18, 93–99 (2019). https://doi.org/10.1057/s41272-018-0142-4
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1057/s41272-018-0142-4