Van Westendorp and Gabor Granger model

ECI regularly utilizes the Van Westendorp or the Gabor Granger model to identify the optimal price point for our concept or product. The Van Westendorp model can also help identify:

The upper limit price point (“point of marginal expensiveness”) where the value perceived no longer justifies the cost to your customer. Avoid having your potential customers say, “I want to try it but I just won’t pay THAT much!”

The lower limit price point (“point of marginal cheapness”) where the quality of your offering starts to become suspect in your customers’ minds. Avoid having your potential customers say, “Well it seems like a great deal, but I’m concerned about the quality, so I think I’ll be on the safe side and try this other brand.”