Hinnasegmente

Hinnasegmente, or price segmentation, is a pricing strategy in which a seller charges different prices for the same product to different groups or contexts, reflecting differences in willingness to pay or perceived value. It aims to increase revenue without changing the product itself.

Common bases for price segmentation include customer characteristics (age, student status, income), geography (region), purchase context (online vs offline, subscription vs one-time), time (season or peak vs off-peak), usage or volume (light vs heavy users), and product form (versions). A single offering can employ multiple bases at once.

Implementation relies on data and control mechanisms to prevent arbitrage. Techniques include versioning or tiered product lines, dynamic or surge pricing, coupons and loyalty discounts, bundled offers, and channel-specific pricing. Effective segmentation requires clear value differences and the ability to assign prices to the appropriate group.

Benefits of price segmentation include higher revenue, better market coverage, and more efficient resource allocation. Risks involve regulatory constraints on discriminatory pricing, potential fairness concerns, added complexity and administrative costs, possible customer backlash, and the chance of cannibalization or arbitrage if not managed carefully.

Examples are common across industries: airlines charging different fares by class and purchase timing; software tools offering personal versus business licenses; cinemas with student or senior discounts; ride-hailing services using surge pricing during high demand.

Legal and ethical considerations vary by jurisdiction. Price segmentation often requires attention to consumer protection, competition rules, data privacy, and transparent governance to ensure compliance and maintain trust.