Pricing , product differentiation

Suppose that you are doing research for your college assignment project on the market for rental cars. There are 4 car rental companies that account for approximately 80 percent of all car rentals at 20 major locations (eg. airports, train stations, bus terminals, major hotels or malls, etc). After conducting a survey of the customers of these top 4 rms, you found that there is a considerable variation in the charges to different customers of the same rm. The car rental charges vary substantially across characteristics such as: i. different locations, ii. different days of the week (eg. weekdays vs. weekends), iii. different lengths of rental period (8. g. daily, weekly, or monthly rentals), and iv. different car models. On top of that, rentals that appear to have identical characteristics (based on those mentioned above) oen resulted in different rental fees due to promotional rates offered for advanced reservation, corporate discounts, advertised specials, etc.) Using the information provided in the description above, discuss three possible explanations that might account for such non-uniform pricing patternslstrategies among the 4 firms in the car rental market