Exploring the complementary effects of perceived value and cost-based pricing strategies on firm performance.

• Main Authors: Heng, Jeremy Jun Jie., Lim, Belinda Kah Siew., Tay, Jieying.
• Other Authors: Lim Kui Suen, Lewis
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Pricing
• Online Access: http://hdl.handle.net/10356/35487
• Institution: Nanyang Technological University

Pricing is one of the most important marketing decisions that carry major financial consequences. Langabeer (1988) proposes that there are two major perspectives in pricing, namely, perceived value and cost-based pricing. Although many researchers have offered similar classifications of pricing stra...