PRICING STRATEGIES AND ENTERPRISES PERFORMANCE
The price is one of the main aspects when costumers are choosing products. Factors such as a higher level of differentiation of products, technological developments and globalization of the economy increased the importance of price, because it is a key element in order to reach the sales amount desi...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2016 |
| País: | Brasil |
| Institución: | Universidade Federal do Rio Grande do Sul (UFRGS) |
| Repositorio: | REAd (Porto Alegre. Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:seer.ufrgs.br:article/57273 |
| Acceso en línea: | https://seer.ufrgs.br/index.php/read/article/view/57273 |
| Access Level: | acceso abierto |
| Palabra clave: | Price Price Decisions Price Formation Price Strategies Pricing Performance. Precios Las Decisiones de Precios Fijación de Precios Estrategias de Precios Desempeño. Preço Decisões de Preço Formação de Preços Estratégias de Preço Precificação Desempenho. |
| Sumario: | The price is one of the main aspects when costumers are choosing products. Factors such as a higher level of differentiation of products, technological developments and globalization of the economy increased the importance of price, because it is a key element in order to reach the sales amount desired as well as for having an impact in the profitability of the companies. Furthermore, the pricing strategies are paramount for a suitable market positioning consolidation. Therefore, this paper has analysed the strategies and the processes of pricing of 153 enterprises that are part of the Sindicato das Indústrias Metalúrgicas e de Material Elétrico of Caxias do Sul (RS) (SIMECS), verifying the relationship between pricing decision make and their performance. As for the research method, a survey was conducted with a quantitative-descriptive approach with the persons responsible for the pricing process in their respective enterprises. The analysis of the results used the Factor Analysis and Analysis of Variance (ANOVA). The main results suggest that there are differences between prices approaches and strategies used and differences in performance levels provided between the activities of branches as well as in relation to the size of the companies surveyed. The data suggest that enterprises that best capture the value perceived by customers, coupled with a high pricing strategy, perform better in front of its main competitors. |
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