Van Westendorp Price Sensitivity & Willingness-to-Pay Survey

Welcome to this study on product pricing perceptions. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential, anonymized, and reported only in aggregate for research purposes. This survey takes approximately 12 minutes to complete.

For this survey, please think of one specific consumer product you might buy soon (e.g., wireless earbuds, an air fryer, a smart thermostat). You will answer all pricing questions about this same product. Please name the specific product you are considering:

Have you purchased this type of product in the past 12 months?

• Yes
• No

Why haven't you purchased this type of product recently? Select all that apply.

• Too expensive
• Didn't need one
• Hard to compare options
• Didn't trust the quality
• Couldn't find the right features
• Availability or delivery issues
• Prefer to spend on other priorities
• Other (please specify)

For this type of product, are you the main purchase decision-maker?

• Yes
• No
• Shared decision

The next four questions ask you to think about different price points for the product you named. Please enter a number in your local currency for each.

At what price would you consider this product to be so expensive that you would not consider buying it, regardless of its quality? (Enter a number in your local currency.)

At what price would you consider this product to be so inexpensive that you would question its quality? (Enter a number in your local currency.)

At what price would you consider this product to be starting to get expensive — not out of the question, but you would need to think carefully before buying? (Enter a number in your local currency.)

At what price would you consider this product to be a bargain — a great buy for the money? (Enter a number in your local currency.)

What is the typical price you would expect to pay for this product today? (Enter a number in your local currency.)

At the typical price you stated, how would you rate the overall value for money of this product?

How likely are you to purchase this product at your typical price within the next 30 days?

How important is build quality and materials when deciding whether to pay more for this product?

How important is brand reputation when deciding whether to pay more for this product?

How important is warranty or after-sales support when deciding whether to pay more for this product?

How important is design and aesthetics when deciding whether to pay more for this product?

How important are unique features not found in alternatives when deciding whether to pay more for this product?

How important are positive reviews and recommendations when deciding whether to pay more for this product?

In a sentence or two, what would clearly justify paying a higher price for this product?

Based on your responses in this survey, is there anything else you would like to share about your price expectations or how you evaluate value for this type of product?

We'd like to explore your pricing thinking a bit further. Based on the prices you provided, what factors most influenced where you set your upper and lower price limits?

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

What is your gender identity?

• Woman
• Man
• Non-binary
• Prefer not to say

In which country or region do you currently live?

• United States
• United Kingdom
• Canada
• Australia
• Germany
• France
• India
• Brazil
• Japan
• Mexico
• South Korea
• Netherlands
• Spain
• Italy
• Sweden
• Other (please specify)
• Prefer not to say

What is the highest level of education you have completed?

• Some high school
• High school or equivalent
• Some college or associate degree
• Bachelor's degree
• Postgraduate (Master's/PhD/Professional)
• Prefer not to say

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Student
• Unemployed
• Retired
• Homemaker
• Prefer not to say

Thank you for your time. Your responses help us better understand price expectations and value perceptions for consumer products. You may now submit your survey.