What is Price Discrimination?
Price discrimination is a pricing strategy where a company charges different prices to different customers for the same product or service, based on the customer’s willingness to pay or other characteristics such as age, income, location, or purchasing history.
Price discrimination is a way for businesses to increase their profits by charging different prices to different customer segments, based on the demand and willingness to pay of each segment.
For example, a company might charge a higher price for a product to customers who are willing to pay more for it, such as business travelers who need to buy airline tickets at short notice, while offering a lower price to customers who are more price-sensitive, such as leisure travelers who plan their trips in advance.
Price discrimination can be beneficial to both the business and its customers. Customers who are willing to pay more get access to the product or service they want, while customers who are more price-sensitive can save money.
However, price discrimination can also be controversial, as it can be seen as unfair to charge different prices to different customers for the same product or service.
Examples of Price Discrimination
The price discrimination strategy can be used by a wide range of businesses that have the ability to segment their customers based on various factors, and where customers are willing to pay different prices for the same product or service, including:
- Airlines: Airlines often use price discrimination by offering different prices for seats depending on factors such as time of purchase, the day of the week, time of travel, and booking class.
- Hotels: Hotels may use price discrimination by offering different prices for rooms depending on factors such as time of booking, length of stay, and room type. Hotels often use this dynamic pricing, where they adjust their room rates based on demand and availability. During peak seasons or events, such as a festival, the room rates can be much higher than during low-demand periods.
- Movie theaters: Movie theaters offer discounted tickets for children, seniors, and students. This is an example of price discrimination based on age, as these groups are generally more price-sensitive than other customers. Other than that, movie theaters may use price discrimination by offering different prices for tickets depending on factors such as time of day, day of the week, and seat location.
- Amusement parks: Amusement parks may use price discrimination by offering different prices for tickets depending on factors such as age, height, and time of year.
- Software companies: Software companies may use price discrimination by offering different prices for software licenses depending on factors such as the number of users and the features included.
- Online shopping: Online shopping may use price discrimination by offering different prices for products depending on factors such as location, previous purchase history, and search history.
- Car rental companies: Car rental companies may use price discrimination by offering different prices for car rentals depending on factors such as time of year, length of rental, and car type.
- Pharmaceutical companies: Pharmaceutical companies may charge different prices for the same medication based on the country of purchase, with higher prices charged in developed countries where customers are more willing to pay.
The Advantages of Price Discrimination
Price discrimination is an effective pricing strategy for businesses to increase profits, businesses engage in price discrimination for several reasons, including:
Increase profits: Price discrimination can help businesses increase their profits by charging higher prices to customers who are willing to pay more, and lower prices to those who are more price-sensitive. This results in capturing more of the consumer surplus, which is the difference between what customers are willing to pay for a product or service and what they actually pay.
Maximize revenue: Price discrimination allows businesses to charge different prices to different customers based on their willingness to pay, which can help them maximize their revenue by charging higher prices to customers who are willing to pay more.
Target different market segments: Price discrimination enables businesses to target different customer segments with different price points, which can help them to reach a wider range of customers and increase their market share.
Reduce excess inventory: Businesses may use price discrimination to sell off excess inventory by offering discounts to price-sensitive customers.
Gain a competitive advantage: By offering different prices to different customer segments, businesses can gain a competitive advantage by attracting price-sensitive customers who may otherwise choose a competitor with a lower price.
However, when a business uses the price discrimination strategy keep in mind this can lead to negative consequences such as unfairness, complexity, and reduced customer loyalty.
