African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4188


Yield management and consumer price perception on the internet

M. Encarnación Andrés Martínez1*, Miguel Ángel Gómez Borja1, Juan Antonio Mondéjar Jiménez2 and Jean-François Trinquecoste3
  1Universidad de Castilla-la Mancha, Facultad de Ciencias Económicas y Empresariales de Albacete. 2Universidad de Castilla-la Mancha, Facultad de Ciencias Sociales de Cuenca. 3Université Montesquieu Bordeaux IV, Institut de Recherche en Gestion des Organisations.
Email: [email protected]

  •  Accepted: 15 June 2011
  •  Published: 07 October 2011



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.