Assessment of Economic Benefits of Using Pay-What-You-Want Pricing Mechanism

The problem of creating client flow is becoming increasingly important. Nowadays the consumer is more selective, and competitors are more inventive. Popularity gaining not trivial lead generation tools such as Pay-What-You-Want pricing mechanism. However, before using this type of tool is required to assess its effectiveness, the adequacy of and compliance with the realities of the Russian market in the service sector. Thus, the work aims to study the economic feasibility of using PWYW mechanism, as well as the factors influencing the decision-making process of price setting customers. The study is highly relevant in the current market conditions, and has a practical significance. Moreover, the results of the study can be used by entrepreneurs to better interact with customers in the field of catering, as well as to increase net income by working on quality client flow. In conclusion, contained the expected improvement of the research that will use the results and recommendations more widely and correctly.