If you set pricing strategy and want to maximize profits (or at least increase them), then you must use some sort of price segmentation. After all, not all customers have the same willingness to pay. You make more money when you let people who are willing to pay more actually pay more.
But is this fair? Is it fair that we charge some people one price and other people a lower price? Do you like it when you pay a price, and find out that someone else bought it cheaper?
What is fair? It turns out that fair is in the mind of the beholder. Every individual determines whether or not he or she has been cheated. Every person has their own sense of fair. However, there are many examples where it appears we have consensus on what is fair. Let’s look at some examples.
Students getting into movie theaters at a lower price. – Fair
Seniors getting cheaper coffee at McDonald’s. – Fair
Vacation travelers paying less for flights than businessmen. – Fair
Paying more for Coke on hot days than on old cold days. – Unfair
Paying more to check your bags on an airline. – Unfair
As we think about these and other examples, there seem to be three criteria which makes something “fair.”
1. The segmented price is a discount to one group, not a surcharge to the other group.
2. The pricing rules are known to the customers. The customers have learned to play by them.
3. The rules do not change. If they do change, they better change in the customers’ favor.
I’m still amazed that people are so upset when the airlines charge more to check a bag, but they do not complain when they now have to buy a meal. It is to your benefit to segment your customers and charge them different prices, but if you want to avoid customer protests, pay attention to these 3 rules.