Do Perceptions of Price Fairness Differ Significantly Between B2B and B2C Markets?

Abstract

"een consulting", a consulting firm in pricing B2B, was interested in understanding if and how perceptions of fairness in pricing would manifest in B2B markets. It was known from empirical evidence that some classical models of market equilibrium did not take into account the role of fairness. However, it was not clear whether the conclusions of these studies could be extrapolated to the B2B markets. As a result, a need to research the B2B markets, combined with the particular B2B focus of the een consulting, made this work viable.