Money, finances and credit

Selected components of pricing strategies of organizations and their perception by customers in Slovak Republic

Economic Annals-XXI

Economic Annals-ХХI: Volume 154, Issue 9-10, Pages: 78-82

Citation information:
Stacho, Z., Gubiniova, K., & Pajtinkova Bartakova, G. (2015). Selected components of pricing strategies of organizations and their perception by customers in Slovak Republic. Economic Annals-XXI, 9-10, 78-82. https://ea21journal.world/index.php/ea-v154-18/

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Zdenko Stacho
PhD (Economics),
Lecturer,
School of Economics and Management in Public Administration in Bratislava
16 Furdekova Str., 5 Bratislava, 85104, Slovak Republic
Zdenko.Stacho@vsemvs.sk

Katarina Gubiniova
PhD (Economics),
Lecturer,
Comenius University in Bratislava
10 Odbojarov Str., 25 Bratislava, 82005, Slovak Republic
Katarina.Gubiniova@fm.uniba.sk

Gabriela Pajtinkova Bartakova
PhD (Economics),
Associate Professor,
Comenius University in Bratislava
10 Odbojarov Str., 25 Bratislava, 82005, Slovak Republic
Gabriela.Bartakova@fm.uniba.sk

Selected components of pricing strategies of organizations and their perception by customers in Slovak Republic

Abstract. At present, the ratio of such pareameters as price and quality of the product is dominant in decision making of the (end) consumer. Comparison is the most common and most frequent method that customers use when buying products. They compare expectations of products, products with each other, their individual parameters and characteristics. Price is the basic characteristic that is compared and applied to most customers, producers and their products. For this reason, this paper focuses attention on selected components of the current pricing strategy of organisations (price vs. quality, unit price and cost structure for the acquisition of the product) and their perception by end customers in Slovak Republic. The aim of the paper is to present the attitudes of end customers in Slovak Republic to pricing strategies and to compare them with their perception of product quality. The results presented in this paper may serve as a good starting point for organizations operating at the end customer markets, since they realize the importance of creating an optimal relationship between price and quality of the product.

Keywords: Pricing Strategy; Quality; Perception of Relationship between Price and Quality; Unit Price; Cost of Acquisition of Product

JEL Classification: M10; M30

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Received 20.09.2015

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