Innovating with pay-what-you-want : understanding the effects of duration on price consumers are willing to pay and consumers' fairness perception.

Our study aims to investigate how the duration of Pay-What-You-Want (“PWYW”) can be altered for business owners to fully utilize the benefits of PWYW as a sales promotional tool. In order to analyze the benefits, we look at two different factors: the price consumers are willing to pay and fairness,...

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Bibliographic Details
Main Authors: Ng, Melissa Man Qi., Tan, Sharon Cheng Hui., Tan, Zhi Ling.
Other Authors: Ng Sok Ling, Sharon
Format: Final Year Project
Language:English
Published: 2013
Subjects:
Online Access:http://hdl.handle.net/10356/51417
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Institution: Nanyang Technological University
Language: English