Toronto Metropolitan University
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Using dynamic pricing to target off-peak hours in a brick-and-mortar service environment to increase revenue

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posted on 2021-05-22, 18:07 authored by Luke Wheeler

This paper will analyze and consider the effect dynamic pricing (also known as: flexible pricing, demand pricing, time-based pricing and surge pricing) has on the current business environment and how it can potentially be applied to small to midsized brick and mortar service businesses specifically through the use of dynamic discounts. Utilizing a metasynthesis research method, this paper will analyze existing qualitative research and overarching themes and provide a simplified interpretation. The interpretation will be applied to several real-world use cases, analyzing the similarities and differences between those cases. This paper will propose a solution, that utilizes dynamic pricing through discounts to increase revenue by utilizing the metasynthesis and cases as justification.





  • Master of Digital Media


  • Digital Media

Granting Institution

Ryerson University

LAC Thesis Type

  • MRP

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