The Challenge
A regional e-commerce platform required optimal price point data for a subscription tier relaunch across Singapore, Malaysia, Thailand, and Indonesia. Van Westendorp PSM and Gabor-Granger price laddering methodology specified.
Our Approach
CAWI survey with Van Westendorp PSM and Gabor-Granger modules. Screener targeting active e-commerce shoppers with current or lapsed platform subscriptions. 450 completes per market. Native-language surveys in Thai, Bahasa Malaysia, and Bahasa Indonesia.
Results
1,800 completes. 4 markets. Native-language delivery. Full PSM output with acceptable price range, optimal price point, and indifference price by market.
Client Outcome
Optimal price point varied by USD 4 between Singapore and Indonesia. Client launched market-specific pricing tiers and increased subscription conversion rate by 18%.
Project Specifications
- Markets Covered: Singapore, Malaysia, Thailand, Indonesia.
- Audience Recruited: Active e-commerce shoppers with platform experience.
- Languages: Thai, Bahasa Malaysia, Bahasa Indonesia.
- Pricing Models: Van Westendorp PSM + Gabor-Granger price laddering.
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