IDEAS home Printed from
   My bibliography  Save this article

The Substantiation Of The Price Strategies According To The Consumers’ Buying Behaviour


  • Vasile DEAC

    () (Academy of Economic Studies, Piata Romana 6, Bucharest, Romania)

  • Gheorghe CARSTEA

    () (Academy of Economic Studies, Piata Romana 6, Bucharest, Romania)

  • Constantin BAGU

    () (Academy of Economic Studies, Piata Romana 6, Bucharest, Romania)

  • Florea PIRVU

    () (Academy of Economic Studies, Piata Romana 6, Bucharest, Romania)


The firm’s position on the market is determined by the value offered by selling its products or offering its services, the public relations depending on the customers’ perception of the value of the product or service offered to them, and the position occupied in relation to the competitors is determined by the level of the product’s prices and advantages offered by the competition. The price and the value-price ratio are two fundamental variables of which the firm’s survival depends in the competitive environment. To ensure the fact that the pricing strategy be a long-term success we must define in the early stage of development-research the value-price ratio, having in view that it’s possible for a product with an increased perceived value not to be introduced on the market with a competitive price, an aspect that can be approached using the target costs and target value method, a method that allows to define the production costs limits and fixing the target price to avoid the launching errors.

Suggested Citation

  • Vasile DEAC & Gheorghe CARSTEA & Constantin BAGU & Florea PIRVU, 2010. "The Substantiation Of The Price Strategies According To The Consumers’ Buying Behaviour," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 2(2), pages 191-199, June.
  • Handle: RePEc:rom:mrpase:v:2:y:2010:i:2:p:191-199

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    price strategies; perceived value; strategic competitive advantage; target value; value/price ration; optimal level of performance.;

    JEL classification:

    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:mrpase:v:2:y:2010:i:2:p:191-199. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Colesca Sofia). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.