“Pay What You Want” Pricing: a Strategy For Integrating the Bottom of the Pyramid?
In spite of being the subject of numerous studies, marketers’ understanding of price with regard to how it is perceived, interpreted and used by consumers is far from complete (Dickson and Sawyer, 1990). The “pay what you want” approach in which instead of the seller offering the product (good or services) for a posted price, buyers are free to pay what they think the product is worth is now gaining attention from practitioners and academics as evidenced in recent research interests in the area.
P. Sergius Koku (2017) ,"“Pay What You Want” Pricing: a Strategy For Integrating the Bottom of the Pyramid? ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 151-151.
P. Sergius Koku, Florida Atlantic University, USA
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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