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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.

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Customers’ Price Perception

  • 章节

  • 发表日期：

    2025年

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  • Gábor Rekettye,
  • Jonathan Liu,
  • Pál Danyi

摘要

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.