Table 1. Van Westendorp’s price measurement points
Inexpensive Too Inexpensive
Expensive
Indifference Price Point (IPP)
The number of respondents who consider the
product inexpensive or a bargain = the number
of respondents who consider it to be getting
expensive, but still worth considering.
Point of Marginal Cheapness (PMC)
The number of respondents who find the price
too cheap = the number of people who at each
price point would find the price “not a
bargain.”
Too
Expensive
Point of Marginal Expensiveness (PME)
The number of respondents who find the price
too expensive = the number of respondents
who at each price point would find the price
“not expensive.”
Optimal Price Point (OPP)
The number of respondents who reject the
product as too expensive = the number of
respondents who reject it for being too cheap.