Van Westendorp Technique and Price Points

Business Challenge

Online marketplace desired to know why so few auto dealerships signed on to a service aimed to differentiate them beyond price, and how the service could be improved.

TRC’s Solution

TRC conducted a comprehensive evaluation measuring service awareness, concept/value prop/service differentiator appeal, and listing content placement.

TRC also employed a Pricing Research technique – Van Westendorp that identified potential, optimal price points for the service.

In a survey, participants were given a blank vehicle detail page and asked to place each piece of content where they would prefer it if they were making the decision.

Recommendations

• Conduct widespread awareness campaign
• Better emphasize value propositions and differentiators
• Consider reorganizing listing space elements
• Possibly revise pricing to reflect optimal price point