Pay-what-you-want pricing strategy: Impact of culture on amount paid
Impact Of Culture On Amount Paid
- Editore:
LAP Lambert Academic Publishing
- EAN:
9783659867941
- ISBN:
3659867942
- Pagine:
- 56
- Formato:
- Paperback
- Lingua:
- Tedesco
Descrizione Pay-what-you-want pricing strategy: Impact of culture on amount paid
Pay-what-you-want ¿PWYW¿ is a growing pricing strategy that has received a lot of attention in recent years. This research used a survey strategy executed amongst seven different nationalities to find out whether the buyer¿s culture has an impact on the amount paid in a PWYW pricing strategy. To this end, nationality was used as a proxy for culture and Hofstede¿s dimensions for culture were used as a framework to turn culture into measurable variables. In line with previous researches, it was found that the amount paid in PWYW is significantly different from zero and that PWYW could indeed likely be a viable and even profitable alternative to traditional pricing strategies. The results showed that culture actually has a significant impact on the amount paid but the differences between nationalities could not be explained by Hofstede¿s dimensions. A few educated proposals for variables that could explain the differences between nationalities were made and suggested for future research. Furthermore this research surprisingly found that having paid with PWYW before might be an important variable with a significant, strong and positive impact on the amount paid.
