Price Sensitivity Measurement of Tolls

The Case Study of Nakhon Pathom - Cha-am Intercity Motorway

  • ภาณุมาศ สุขวงษ์ Suranaree University of Technology
  • พงศกร เปรมศรี
  • สุทธิพงษ์ มีใย
Keywords: Intercity motorway, Tolls, Price sensitivity, Optimum price point, Willingness to pay


This study is to investigate the toll sensitivity of intercity motorway using the case study of the motorway project between Nakhon Pathom and Cha-am.  Price Sensitivity Measurement (PSM) is applied under different pricing conditions to find suitable toll rates. The suitable toll price is the rate that road users perceive. On the one hand, the toll price is not too cheap which it may reflect low quality of service; because the price is too cheap, too many motorway users may cause traffic congestion. On the other hand, the toll price is not too expensive that it is not worth the travel time reduction from using the motorway. The analysis is divided into two cases: (1) perceiving of toll price for 75 kilometers and (2) perceiving of toll price for 150 kilometers. The researcher conducted a survey by using stated preference survey for indicates at what price level the road users feel: very cheap, cheap, expensive and very expensive. The acceptable toll price range in the case of 75 kilometers is between 59-95 baht, and the appropriate price point is 74 baht, while the acceptable toll price range for the case of 150 kilometers is between 102-162 baht, and the appropriate price point is 125 baht. The findings will assist in decision-making by management or other stakeholders to set up the appropriate toll prices.