Knowledge of consumers' willingness to pay (WTP) is central to any pricing decision. This case teaches students various methods for measuring WTP, including methods based on actual purchasing data, self-stated WTP, contingent valuation, choice-based conjoint analysis, and experimental auctions. Students also learn how to use WTP data when making key decisions about segmented pricing, nonlinear pricing, bundling, and product-line pricing.

Case id: 090501