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Dynamic pricing in online retail

Student: Potapov Aleksey

Supervisor: Olga Konstantinovna Oyner

Faculty: Graduate School of Business

Educational Programme: Retail Management (Master)

Year of Graduation: 2019

In the era of big data pricing strategies are developing in the direction of dynamic pricing. Dynamic pricing is actively used not only in online trading, but also in transportation, in the provision of financial services, in the hotel business, etc. For this purpose, systems and technologies are used that are based on frequent changes in prices for goods and services in order to maximize sales and profits. Consideration of such an actively growing method of sales is of particular interest in today's online business. The study examined the factors influencing the attitude of buyers to various examples of dynamic pricing. On the basis of the study, recommendations were made to improve the efficiency of dynamic pricing methods. Theoretical significance of the work: - classification of terms used in the implementation of practices of different prices; - evaluation of dynamic pricing methods using a modified questionnaire Jason A. Colquitt. The practical significance of the work consists in the formation of recommendations aimed at increasing the confidence of buyers to dynamic pricing.

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