The growth of the Internet as a sales channel has been a revolution not only for sellers, but also for buyers. Focusing on the consumer perspective, this channel introduces changes in the way people shop. The people who use this channel for shopping assign great importance to price when making decisions, which is why they are very sensitive to this aspect. In addition, more dynamic pricing mechanisms have started up in this channel, which allow prices to adapt quickly to the demand for products. These mechanisms have undoubtedly had a great impact on consumer price perception. Such mechanisms include the practice of yield management, especially where airlines are concerned. Within this theoretical framework, this paper analyzes the pricing procedure used when firms apply yield management, pointing out its main features and highlighting the factors that influence consumer price perception when this mechanism is used.
Key words: Price perception, fairness, pricing, yield management, internet.
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