Willingness to Pay

Today, different customer’s willingness to pay alongside the maturity of data analytics has made it possible to offer segmented prices and gain maximum consumer surplus. Price segmentation is defined as a strategy in which prices are free to adjust based on the "fences" of time of purchase, place of purchase, customer characteristics, product characteristics, etc. Since strategic pricing policies are not practically possible for every single customer, each of them falls into one section. Price segmentation is based on key concepts such as "willingness to pay" and "consumer surplus". However, it also causes "price unfairness perception". Since such feeling is triggered when people compare their deal to another’s, approaches to "make difference in transactions" would be helpful. This study aims to investigate the perceived fairness in three price segmentation methods. The present research is practical in terms of purpose and is descriptive survey research in terms of research method. The statistical population of the research is 384 customers of Tehran's online stores. Data collection was done by questionnaire and data analysis by one-way analysis of variance and least significant difference method using SPSS software. Cronbach's alpha was used to assess the validity of the questionnaires. Findings indicate that the method based on "customer characteristics", has the least level of perceived fairness.  The "product bundle" method has increased perceived fairness, but not much, and price segmentation based on "product features" results in the highest perceived fairness.

In addition to imposing a negative impact on public health, Covid-19 has made the world face a huge financial-economic crisis. The worldwide spread of the coronavirus has also affected the volume of transactions and the value of stocks. Since the food market is more affected under crisis conditions, this relationship has been investigated in the stock exchange in the present study. In order to investigate the effect of Covid-19 patients on the stock index value of food industry companies as well as the relationship between risk and stock index value, the official daily data of the Ministry of Health and Medical Education and the Financial Information Processing Center of Iran were collected from March 3, 2021 when the first report was announced, to June 2, 2021. Mean Conditional heteroscedasticityvariance regression models were used in the current study. The statistical model specification tests showed that, first, the assumption of heteroscedasticitywas rejected and the needto useheteroscedasticitymodels was proved. Secondly, the asymmetry assumption was accepted. Model estimation results showed a relationship between the numbers of Covid-19 patients with the stock value of the food industry that was an increase in the number of infected people causes a decrease in the stock value of the food industry. Therefore, like other economic sectors, the capital market was affected by the Covid-19 crisis, and increasing exchange rate as a competing market had a negative effect on the stock price index. Also, considering the relationship between risk and stock value of food industries, as expected, there was an inverse and significant relationship between risk and stock value of food industry companies. In other words, an increase in risk leads to a decrease in the stock price of food industries.

The research aimed to estimate the economic-recreational value of Yadegar Emam Stadium in Tabriz from the spectators' perspective using the contingent valuation approach. A sample size of 415 football fans attending the matches was studied through simple random sampling. A researcher-made questionnaire was used, and Logit and Probit rank-based methods with Stata software were employed for data analysis. The findings revealed that factors including income, proposed price, watching matches on television, satisfaction with stadium facilities, and enjoyment from watching games, positively influenced the willingness to pay. Conversely, variables including education level, age, and marital status had a negative correlation with willingness to pay. These results highlight the significant economic and recreational value held by Yadegar Emam Stadium. The estimation data can aid in managerial decision-making, sports development, and planning, leading to economic and social benefits, and promoting the football industry.