Impact of gender and personality traits on preferred pricing of public transport in rush hours

Antonin Pavlicek, Frantisek Sudzina

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review

Abstract

Price is an inherent part of marketing mix. It is used for multiple reasons, from skimming consumer's surplus to antimarketing. In public transport, higher prices are often used in rush hours. The logic is to give an incentive to customers to travel outside rush hours, thus more evenly distribute the load. But it is possible to argue that prices should be lower in rush hours because means of public transportation tend to be full, i.e. there is a lower comfort of travelling, possibly even taking longer to travel the same distance. It is also possible to argue that the prices should be the same all the time because the distance of travel stays the same. The paper analyzes if gender and personality traits influence for which pricing a person would decide. The logic for the three ways of pricing were not provided in the questionnaire. Big Five Inventory-10 was used to measure personality traits. Moreover, narcissism, and trust were included. The research was conducted in the Czech Republic using an on-line questionnaire.
Original languageEnglish
Title of host publicationProceedings of the International Scientific Conference of Business Economics, Management and Marketing : ISCOBEMM 2017
EditorsLenka Janošová, Ladislava Kuchynková, Martin Cenek
Place of PublicationBrno
PublisherBrno: Masaryk University
Publication date2017
Pages220-230
ISBN (Electronic)978-80-210-8714-9
Publication statusPublished - 2017
EventProceedings of the International Scientific Conference of Business Economics, Management and Marketing (ISCOBEMM 2017) - Zajecí, Czech Republic
Duration: 25 May 201726 May 2017
https://munispace.muni.cz/index.php/munispace/catalog/book/940

Conference

ConferenceProceedings of the International Scientific Conference of Business Economics, Management and Marketing (ISCOBEMM 2017)
CountryCzech Republic
CityZajecí
Period25/05/201726/05/2017
Internet address

Keywords

  • personality traits
  • public transport
  • pricing

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