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Value-Based Pricing: Productpricing According To Customer Value Perception

Author

Listed:
  • Tulin Ural

    (Mustafa Kemal University)

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.

Suggested Citation

  • Tulin Ural, 2008. "Value-Based Pricing: Productpricing According To Customer Value Perception," Anadolu University Journal of Social Sciences, Anadolu University, vol. 8(2), pages 1-16, December.
    • Handle: RePEc:and:journl:v:8:y:2008:i:8:p:1-16
    as

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    File URL: http://www.anadolu.edu.tr/arastirma/hakemli_dergiler/sosyal_bilimler/pdf/2008-2/2008_02_01.pdf
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    More about this item

    Keywords

    Value-based pricing; value-based marketing; customer value perception.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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