Customers’ Price Perception

Gábor Rekettye (), Jonathan Liu () and Pál Danyi ()
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Gábor Rekettye: University of Pécs
Jonathan Liu: The International Business School Sale
Pál Danyi: Budapest University of Technology and Economics (BME)

Chapter Chapter 3 in Pricing for Strategic Managers, 2025, pp 37-62 from Springer

Abstract: Abstract OBJECTIVE 1: To understand how customers evaluate the value of products and services they buy and explore the processes used to establish price perception. OBJECTIVE 2: To understand the importance of internal and external reference prices in the evaluation process and to ascertain how customers arrive at the point of purchase. OBJECTIVE 3: To understand price sensitivity and its different influencing factors and to gain a picture of the methods and techniques of price research.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-90526-1_3

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DOI: 10.1007/978-3-031-90526-1_3

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