Only a very few corporate decisions have a similarly large effect on profitability as do pricing decisions. It is thus even more astounding, that the theme of “pricing” leads a shadowy existence in many enterprises. Potentials for market positioning and increases in profitability therefore often remain unused.
Enterprises must understand customers’ reactions to price decisions in order to be successful with price decisions. This is only possible when the psychological factors leading to a purchase decision are understood.
Better pricing decisions and thus
> Higher turnover > Greater customer satisfaction > Greater security and reliability of prognoses in strategic and tactical pricing decisions thanks to experimental surveys > Clarity and confirmability of pricing decisions and thus sustainable learning effects in the enterprise