Game Changer

Appendix: About the Studies

This section references the various studies cited in Part IV.

Chapter 20: Fairness

The survey referenced throughout this chapter is based on consumer research conducted in collaboration between the Boston Consulting Group (BCG) and the BCG Henderson Institute (BHI).

• Survey date: June 2019.
• Number of respondents: 13,256.
• Countries surveyed: United States, China, India, Brazil, Japan, Germany, France, and Sweden.
• Product and service categories: banking, electronics, groceries, hospitality, movie theaters, pharmacy, internet, gas stations, universities.
• Sources of price variation tested: senior discounts, student discounts, geographic price differences, time of purchase, channel of purchase, relative income of purchaser, and so on.

In the first part of the questionnaire, respondents answered general questions about perception of fairness in various commercial situations. It helped respondents think about the various aspects or pricing fairness and validated the richness of perceptions of fairness that we had explored in earlier qualitative research.

In the second part of the questionnaire, respondents were asked about what they would do in hypothetical situations where the share of value flowing to buyers and sellers was explicit. This was the newest part of this research effort that was specifically designed to test how value sharing influences perceptions of pricing fairness.

In each situation, the potential buyer of a product or service had the ...