Psychology of Price Increases for Sweets and Machines: Insights from Behavioral Pricing Research and Applicability in B2B and B2C Markets.

Many industries including sweets and snacks are characterized by increasing costs. However, many companies find it hard to do pass cost increases on to their customers by increasing prices. In this lecture, the speaker gives an overview of academic research on how customers perceive price increases, and what key factors are that contribute to a price increase perceived as acceptable. The speaker will also discuss the applicability of these insights in both B2C (sweets) and B2B (machines) markets.