Willingness to Pay Surveys for Setting Prices for Reproductive Health Products and Services

This paper describes a simple survey technique to estimate client willingness to pay (WTP) for goods and services, thus allowing managers to make rational pricing decisions. WTP surveys measure potential demand for products or services by asking consumers, “Would you purchase this product if it were offered at this price?” They are frequently used in health, social, and environmental programs for price setting and cost-benefit analyses.

Three country examples are provided from Mali, Pakistan, and Ecuador, so that the user can see how this type of technique is used.

Last modified: July 23, 2021

Language: English