Technological advances such as smartphones, mobile applications, and online platforms have enabled a new form of economy, known as a gig economy, at a large scale, in which there is a free-market system allowing organizations (job providers) to hire independent contractors (job seeker). Unlike...

Objective - This study examines consumer attitudes and reactions towards personalised pricing strategies in a negative and positive hypothetical purchase context.Methodology/Technique - The data was collected from 250 respondents from India through a set of two structured questionnaires, each...