Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/316663 
Year of Publication: 
2024
Citation: 
[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
Publisher: 
Palgrave Macmillan UK, London
Abstract: 
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.
Subjects: 
Mobile communications
5G
Consumer demand
Van Westendorp
Price Sensitivity Meter
German market
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version
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