What is perfect price discrimination? Charging every consumer a different price equal to their willingness to pay. Perfect price discrimination is unlikely to occur because firms typically do not know how much each consumer is willing to pay. Perfect price discrimination is defined as a company or person charging consumers different prices for the same good or service depending on what they are willing to pay for the product. In reality, no company will be able to accurately depict what they think each consumer that wants to purchase the product is willing to pay, so this is very unlikely to occur.