The Price Ladder constitutes the following:
- A respondent is presented with a product/service description and a given price. The respondent is to rate the product/service on a 5-point preference Likert scale.
- Indicate the probability of purchasing the studied product/service for xxx amount of rubles?
| 1 |
2 |
3 |
4 |
5 |
| Never consider purchasing |
Will not consider purchasing |
Unsure |
Might consider purchasing |
Definitely consider purchasing |
- The respondent is then asked to rate the same product/service at a different price (higher or lower) and once again he is asked to rate the product/service on a 5-point preference Likert scale.
- The procedure repeats until all predetermined pricing points have been tested or until the purchase preference has moved to the extreme ranges of the scale.