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

• 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: DRNTU::Business::Marketing::Pricing; DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51417
• Institution: Nanyang Technological University

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,...