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Consumers expect the XXX Whitening Cream to be priced between ฿240 and ฿400
with an optimal price of ฿300.
Interpreting Van Westendorp Pricing Sensitivity Meter:
Optimal Price Point – The point where there is an equal trade-off between the high and low price
sensitivities for this product.
Point of Marginal Cheapness – Where the price is so low, consumers start to doubt the quality
of the product.
Point of Marginal Expensiveness – Where the price is so high, the product is seen as not worth
the cost.
Indifference Price Point – The point at which the largest proportion of consumers feel
indifferent/ambivalent to the price.
Priced of a 100 gram pack
Post trial Purchase Intention increased
At ฿350, 3 in 4 consumers say they would probably buy the XXX Whitening Cream they trialled.
Purchase intent becomes weaker and/or polarised at the ฿399, ฿450, and ฿499 price points,
with more than 1 in 3 saying they wouldn’t buy it at these prices.
