PAGADUAN, ROVEE

BSAIS 2C

THE PROBLEM OF FAIR PRICING

WRITTEN REPORT

In business field, the price has a great relevance, being commonly included among the key variables
utilized in purchase decision process. Price fairness derives from equity theory and it is focused on assuring
in a transaction a reasonable report between the customer’s sacrifice and the value offered by the seller.
The price is one of the primary marketing mix components that could have an important contribution to
a sustainable development. By employing a fair price there is developed an ethical conduct that indicates
not to speculate a power position, an offer shortage, a low information degree or other scenarios that
may affect all the stakeholders’ interests.