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Title: Consumer behavior and willingness to pay in a real market experiment
Authors: Oettler, Mario
Ittner, Andreas
Bibliographic description (Ukraine): Oettler M. Consumer behavior and willingness to pay in a real market experiment / Mario Oettler, Andreas Ittner // Економіка і менеджмент : матеріали ІI Міжнародної конференції молодих вчених ЕМ-2011, 24–26 листопада 2011 р., Львів, Україна / Національний університет "Львівська політехніка". – Львів : Видавництво Львівської політехніки, 2011. – C. 18–21. – (3-й Міжнародний молодіжний фестиваль науки). – Bibliography: 4 titles.
Issue Date: 2011
Publisher: Видавництво Львівської політехніки
Keywords: A/B-Test
consumer behavior
real market
consumer choice
Abstract: In this paper we present an A/B-Test where we scrutinize the consumer behavior and the willingness to pay of customers in a real online community portal. The customers of the treatment group could choose between two price-quantity options. The control group however could only choose one price-quantity-combination. It turned out that a higher number of variations does not necessarily lead to a higher sales volume. It was interesting to see that consumers decided for the option with the higher per unit price if the total amount is lower than the price of the ‘bulk pack’. Beside the economic results we gained essential experience in the conduct of real market online experiments. Particular the assignment and the recognition are crucial in order to perform a valid experiment. We found out that a sequential assignment and the incorporation of registered users yields the best results.
Content type: Article
Appears in Collections:Економіка і менеджмент (EM-2011 ). – 2011 р.

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