Ta det inte personligt! - En kvantitativ studie om personlig prissättning och dess förutsättningar på den svenska marknaden.
Sammanfattning: Online shopping and the rise of advanced predictive analysis have made personalized pricing more feasible. However, the viability of online personalized pricing is debatable. While economic theory shows valid arguments for this pricing strategy, many customers perceive it as unfair. In this thesis, we uncover the matter of personalized pricing and customers' responses to the strategy. Our purpose is to find a basis for whether personalized pricing can be implemented on the Swedish market. Through an experimental study, we show results confirming theory - customers perceive personalized pricing as unfair - and contradicting theory - personalized pricing does not make personalized recommendations more relevant; instead, it has the opposite effect than previous theory suggests. For the first time, the effects of personalized pricing are tested in Sweden, showing that the phenomenon, arguably, could be generalized among western markets. Taken together, this thesis suggests further aspects of research and provides practical implications to retailers about how they should relate to personalized pricing.
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