WTP (Willingness to Pay) is the amount that the customer is willing to pay for the product or service. The
transaction amount will be between the amount that the buyer is willing to pay, and the seller is willing to
accept. When a business learns about the price that the customer is willing to pay, then they come up with
the strategies to set a price that can be used during the negotiation process. The sales representatives
will use their knowledge, experience, and skill set to learn about the amount that the customer is ready to
pay based on their previous data and with the help of value-based pricing technologies. These technologies
can be used to recognize how a customer is evaluating the value of the product.
Here are the nine factors that will affect the WTP for a product:
Price v Quality Effect
The buyer would show interest in paying for the product if they believe that the higher correlates to a
Unique value effect
If the buyer perceives that the product has unique features, then they would show interest in buying the
This effect details how buyers are less willing to buy items that have a high total expenditure, regardless
of their income.
Effect of customer characteristics
Many studies reveal that customer characteristics would have an impact on their willingness to pay. This
would rely on behavioral, demographical, and psychographic traits. The demographics would include age,
income, sex, marital status, educational qualification, and location. The psychographic characteristics
would consist of lifestyle, interests, activities, and opinions of the individual.
The economy of the customer’s location will have an impact on the amount that the customer is willing to pay
for the product.
There are many products and services that experience frequent increase in sales due to particular trends in
If the customers learn that the price of the product is fair enough compared to similar products in the
market, then they would show more interest in buying the product that is sold at a reasonable price.
Customer research effect
If the customer learns that the price of the product is higher or lower for the time being, then they would
show interest in buying the product when the price of the product would drop.
Two for one effect
Many customers would like to bargain while buying a product. They show more interest in buying the products
in a bundle over a single product.