Subjective Price

• The consumer’s

background

• The consumer’s

shopping behavior

• The firm’s

marketing mix

• The brand’s overall

image

• The brand’s

perceived quality

• The brand’s

perceived value

• The availability of

substitutes

• Competitor’s price

strategies

• The consumer’s

urgency of need

Product’s

subjective

price to

consumer

Price

perceived

as high

Price

perceived

as fair

Price

perceived

as low

Outcome

Factors affecting subjective price

(1)

(2)

(3)

Previous slide

Next slide

Back to first slide

View graphic version