WRDMAP - Brochure
AN5.5 Willingness to Pay Survey Methodology for Small Water Supply Companies
‘Willingness to Pay’ is commonly defined as the maximum amount that an individual states he or she is willing to pay for a commodity or service. In this case for potable water supplied to their residence or place of business. Assessing domestic and non-domestic customers’ ‘willingness to pay’ assists a water company to structure the water tariff and set acceptable tariff rates and therefore to set targets for financial management, financial sustainability and future investment. This Advisory Note, and an accompanying Example document, describes how a ‘Willingness to Pay’ survey may be designed and implemented and how data from the survey may be used to contribute to the design of a water tariff and the establishment of tariff rates.
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