TESTING PRICING STRATEGIES FOR MARKET SEGMENTATION IN DEVELOPING COUNTRIES

PAOLA ABIGAIL CEJA BALANDRAN; JESUS MARTIN SANTOS VIRGEN; STEPHANI YOVANA NICOLAS FARIAS; ALFREDO SALVADOR CARDENAS VILLALPANDO; VICTOR APARICIO ROSAS

Volume : VII, Issue : IX, September - 2017

TESTING PRICING STRATEGIES FOR MARKET SEGMENTATION IN DEVELOPING COUNTRIES

Paola Abigail Ceja Balandran, Jesus Martin Santos Virgen, Stephani Yovana Nicolas Farias, Alfredo Salvador Cardenas Villalpando, Victor Aparicio Rosas

Abstract :

Customers usually consider price as the leader variable for making buying decisions, therefore small enterprises, when facing market competition, need to manage this variable with strategies for pricing that allows them better profit performance. On this context customer’s perception of prices can be subjective and pricing psychology plays a role in successfully tailoring prices. A study was made for researching pricing strategies for market segmentation in developing countries in Latin America. In conclusion was found that pricing psychology for low income people not necessarily follows price rules for economy and market models in developed countries. < clear="all" style="page–eak–before:auto; mso–eak–type:section–eak" />

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