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Erscheinungsjahr: 
2024
Quellenangabe: 
[Journal:] Journal of Revenue and Pricing Management [ISSN:] 1477-657X [Volume:] 23 [Issue:] 5 [Publisher:] Palgrave Macmillan UK [Place:] London [Year:] 2024 [Pages:] 489-495
Verlag: 
Palgrave Macmillan UK, London
Zusammenfassung: 
Abstract To investigate the demand for 5G in Germany, we applied the Van Westendorp Method (VWM) to measure willingness to pay (WTP) and price sensitivity ( N  = 504). The results show that more than half already own a 5G smartphone and these customers are less price sensitive. The accepted price range for the monthly 5G surcharge ranges between 10.00 and 15.40 Euros. Two thirds want more transparency in 5G pricing, while price is the most crucial factor (4.2/5.0), followed by data volume (4.1/5.0) and network operator/coverage (4.0/5.0). The results are particularly interesting for providers as the target group for 5G is quite diverse.
Schlagwörter: 
Mobile communications
5G
Consumer demand
Van Westendorp
Price Sensitivity Meter
German market
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