# Willingness to pay: what it is and how it works · Zorraquino
> Willingness to pay expresses how much a customer would be prepared to give for an offering in a given context.
URL: https://www.zorraquino.com/en/dictionary/willingness-to-pay

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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.

Topics

[Research and insights](https://www.zorraquino.com/en/dictionary/category/investigacion-e-insights)

## Related concepts

- [Survey](https://www.zorraquino.com/en/dictionary/survey)
- [Buyer persona](https://www.zorraquino.com/en/dictionary/digital-marketing/buyer-persona.html)
- [Voice of the customer](https://www.zorraquino.com/en/dictionary/ux/voice-of-customer.html)