The Use of Conjoint Analysis to Supplement Pricing Decisions
SPG Insights
Summer 2006

Abstract:
Estimates of customer price sensitivity and willingness-to-pay can sometimes substantially improve both price setting and segmentation. In some situations, research can provide very specific estimates of the impact of prices on sales volume. Other times estimates provide only a rough indication of a customer’s willingness-to-pay given a set of circumstances.

Read the Article