The impact of pricing strategies on consumer decision-making

Abstract

Pricing strategies can have an impact on consumers’ decision-making. Having an understanding of the factors that have an impact is important. In addition, utilizing pricing strategies is a way of creating more profits. The aim of this thesis is on introducing the factors in pricing strategies that cause a change in consumers’ decision-making. The goal is also to find out how companies can utilize these strategies effectively. The thesis begins by introducing different pricing strategies and providing examples of successful and unsuccessful use of these strategies. Other factors relating to pricing are also discussed.