The purpose of this study is to analyse the difference between demand-based price discrimination and price elasticity of demand on customer perceived fairness, preference, and purchase intention in order to present Café"s revenue management strategy....
The purpose of this study is to analyse the difference between demand-based price discrimination and price elasticity of demand on customer perceived fairness, preference, and purchase intention in order to present Café"s revenue management strategy. This study was conducted research divided between study1 and study2. The results of analysis are showed below. The result of study 1 showed that fairness, preference, and purchase intention had a significant difference between price increase and price decrease. The result of study 2 showed that fairness, preference, and purchase intention had not a significant difference between couple and price friends. In case of using a quantity scarcity message toward table location, Fairness, preference, and purchase intention had a significant difference between couple and friends. Based on the research results, this study suggests implications for Café"s revenue management. However the results of this study have limits to generalize by focusing on university students from convenience sampling.