VALUE-BASED PRICING: PRODUCTPRICING ACCORDING TO CUSTOMER VALUE PERCEPTION

Tulin Ural ()
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Tulin Ural: Mustafa Kemal University

Anadolu University Journal of Social Sciences, 2008, vol. 8, issue 2, pages 1-16

Abstract: The objective of this study is to present insights about the use of a value-based pricing in practice. Mostly, marketers have paid less attention to the pricing being one of the marketing mix elements. However, pricing is the element which more increases sales and profit of firm in the short-term relative to other marketing mix elements such as, product, distribution and promotion. In the study, factors explaining of customer’s value perception and value-based pricing are explained by a hypothetical example. The study also presents potential utilities of the method for practitioners and academicians.

Keywords: Value-based pricing; value-based marketing; customer value perception. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2008
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Persistent link: http://EconPapers.repec.org/RePEc:and:journl:v:8:y:2008:i:8:p:1-16

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