Van Westendorp's Price Sensitivity Meter
Market technique for determining consumer price preferences
Van Westendorp's Price Sensitivity Meter
The Price Sensitivity Meter (PSM) is a market technique for determining consumer price preferences. It was introduced in 1976 by Dutch economist Peter van Westendorp. The technique has been used by a wide variety of researchers in the market research industry. It historically has been promoted by many professional market research associations in their training and professional development programs.
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