WILLINGNESS TO PAY: A PROXY TO PRODUCT PRICE

Information about willingness to pay (WTP) essentially aims protect consumers from the abuse of monopoly power owned by companies in supply quality products and prices. The consumer's WTP a product can be an appropriate basis determining pricing policy for because he reveal true value or price based on consumer perception. proxy with still meet assumption traditional demand model (Marshallian model) where is not set (regulated) government. obtained using contingent valuation method.