Liverpool chief executive Ian Ayre has warned Reds fans to "be careful what they wish for" after a supporters group called for an Anfield walkout in protest at rising ticket prices.

Supporters' groups are planning to make their unprecedented protest in the 77th minute of Saturday's Premier League match against Sunderland after Liverpool this week announced a new pricing structure for the 2016-17 season, which will see the most expensive match day ticket in the redeveloped Main Stand rise from £59 ($86, 76 euros) to £77.

The new pricing structure will also see the cost of the most expensive season ticket price rise to £1,029, with the lowest costing £685.

But Liverpool chiefs claim prices, which includes 45 per cent of match tickets decreasing in price and 64 per cent of season tickets reduced or staying the same in cost, offers greater accessibility and affordability.

Fans have criticised Fenway Sports Group, the club's American owners, for failing to respond directly to some of their concerns during a consultation period.

But Ayre is adamant Liverpool's supporters have not been treated badly by the price hikes and he suggested fans remember the struggles the club endured under previous owners Tom Hicks and George Gillett.

"People should be careful what they wish for," Ayre said on Friday.

"For those of us who were around when we didn't have these types of owners (referring to the previous dysfunctional regime of Tom Hicks and George Gillett) making these type of decisions the club was in a real mess.

"We have great owners - that £100million came interest-free and they don't take a penny out of this football club.

"People should make their own decisions but I feel absolutely we have made the right decision and have everyone's best interests at heart.

"I respect everyone's right to do what they think is right but for every fan thinking about that I would say 'Have a look at the facts'.

"You might be walking out for something you are not quite understanding."