How do consumers process and evaluate prices?

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Sameer Mathur

Developing Pricing Strategies and Programs (Kotler and Keller) - How do consumers process and evaluate prices?

Marketing

It costs
₹300 only
Ma’am
But.. But.. I
thought it was
only ₹180/-

Too Less!!
Too High!!
HOW DO CONSUMERS PROCESS AND
EVALUATE PRICE?

CONSUMERS INTERPRET PRICES
Prior Knowledge
Online Sources
Formal
Communications
Informal
Communications

REFERENCE PRICES
People compare original prices with
reference prices while buying!!

PRICE – QUALITY INFERENCE
Price and Quality perceptions of Cars Interact!!

PRICE ENDINGS
400₹ vs 399₹
Source: www.acrwebsite.org

- Cynthia Kocialski
Find Your Pricing Edge, Attract More
Customers, and Earn More Profit
“

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