Variable pricing, also known as dynamic pricing, is a marketing and pricing strategy where the price of a product or service is not fixed and can change based on various factors such as demand, supply, customer behavior, time of day, season, or market conditions. This approach allows businesses to adjust prices in real-time or over short periods to optimize revenue and sales. For example, airlines often use variable pricing, with ticket prices fluctuating based on the time of booking, the popularity of the route, the remaining number of seats, and other factors. E-commerce platforms also employ this strategy, where prices may change several times a day depending on competitor pricing and consumer demand. Variable pricing requires sophisticated algorithms and data analysis to determine the optimal price points that can maximize profits while maintaining competitiveness. It is especially effective in industries where products and services are perishable or have a limited time of relevance, such as event tickets or hotel rooms. While this pricing strategy can lead to increased revenue, it can also present challenges in maintaining customer trust and satisfaction, as customers may perceive the pricing as unfair or manipulative if not implemented transparently.