Analysis of prior purchasing behavior

Question: is a online drugstore. Recently, the company used a computer program to analyze the purchase behavior of customers sorted by zipcode and found that customers in some zipcodes are, on average, less price-sensitive than the customers in other zipcodes.

Accordingly, the company has raised prices by 3 percent for the customers in the less-price-sensitive zip codes. Note that zipcode is automatically identified when a customer comes to the company's Web site.

Based on this information answer:

Is it ethical, for to charge some customers a higher price based on its analysisof prior purchasing behavior?

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Accounting Basics: Analysis of prior purchasing behavior
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