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Customers’ Price Perception

In: Pricing for Strategic Managers

Author

Listed:
  • Gábor Rekettye

    (University of Pécs)

  • Jonathan Liu

    (The International Business School Sale)

  • Pál Danyi

    (Budapest University of Technology and Economics (BME))

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.

Suggested Citation

  • Gábor Rekettye & Jonathan Liu & Pál Danyi, 2025. "Customers’ Price Perception," Springer Books, in: Pricing for Strategic Managers, edition 0, chapter 0, pages 37-62, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-90526-1_3
    DOI: 10.1007/978-3-031-90526-1_3
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