Willingness to pay
Willingness to pay expresses how much a customer would be prepared to give for an offering in a given context
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can be researched through stated methods or behavioural tests. It depends on alternatives, conditions and how the proposition is presented. A survey answer is not necessarily the price the person will accept in a real purchase.
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