Paddan blir prins - när fast pris inte finns. En studie om prismodellen Pay-What-You-Want applicerad på en ny produkt.
The purpose of this thesis is to investigate the two new phenomena; the pricing model Pay-What-You-Want (PWYW) and the launch of daily newspapers in the iPad. A quantitative study was conducted in order to examine what would happen if the PWYW-model where to be used by a daily newspaper for its iPad product, and what this would signal to consumers about the brand in terms of brand association and brand attitude. Furthermore, we have investigated which of these factors that are affecting willingness to pay in this PWYW-situation. Moreover, a secondary purpose was to test the two possible presentations of the digital newspaper in the iPad; Product and Access ? and how the results differed between these two. The results of our study show that an application of PWYW as a price model would result in the brand (Dagens Nyheter) being perceived as more customer-oriented, trustworthy, competent and leading as well as people getting a more positive attitude towards the brand. Additionally, our results indicate that being perceived as more customer-oriented, credible and competent has a positive impact on the willingness to pay in the PWYW-scenario, whereas being perceived as leading has a negative impact.