The Van Westendorp Price Sensitivity Analysis (PSA) determines a range of acceptable prices and an optimal price point based on an analysis of price/value ratings obtained from consumers. Key data analyzed is from responses to questions about what prices for a product or service are considered too high or too low.()

Van Westendorp Pricing Analysis

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The Van Westendorp Price Sensitivity Analysis (PSA) is a technique for gauging consumers price expectations for a finished product, often an existing product in an established category. It enables the marketer to see a range of prices that might be appropriate, and to see the fall off in consumer interest that occurs as price rises. It has been deployed widely across many CPG and non-CPG products. It can be particularly useful if the marketer is contemplating a change in pricing, or wants to understand consumer perceptions of own products vs. a competitor’s products.

Van Westendorp Analysis

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