I have a question on WTP calculation for a standalone and added services model.

I have calculated the individual part worth utilities based on CBC HB estimation.

As per the webinar, WTP = Price Range * (Attribute coefficient/Price Coeffient).

My price attribute levels are: $30, $60, $90, $120

The part worth utilities for the price points besides other service attributes are also calculated including the "None".

a) If I have to calculate the WTP for just subscribing to the service without any other features added, how should I approach this?

As per the formula, Price range = $90; Attribute coefficient of $30= X (lets say); Price coefficient = linear coefficient of this price range (calculated from CBC/HB). Is this the correct way?

b) Now, if for a service to be subscribed, now I add 2 different attribute levels - lets say A1, B1

How would the WTP be calculated with this combination? The formula seems to capture just one attribute's level.

Could you please help me with this?

Regards,

Sujit

If your calculated WTP for a particular bundle is higher than the highest price in the design then you have to wonder would a user really pay that much for it, or would they be constrained by their budget?