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Comparative Pricing

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Submitted By avinash91
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Submitted by: Group 10 Vineet Prashant Toppo | PGP/18/116 | Harshada Wasade | PGP/18/119 | Yaman Rai | PGP/18/120 | Avinash J. | PGP/18/000 |

Submitted by: Group 10 Vineet Prashant Toppo | PGP/18/116 | Harshada Wasade | PGP/18/119 | Yaman Rai | PGP/18/120 | Avinash J. | PGP/18/000 |

Comparative Pricing and associated consumer behaviour
Project on Pricing

Comparative Pricing and associated consumer behaviour
Project on Pricing

Contents Executive Summary 2 Introduction 3 Comparative Pricing 3 Objective 4 Research Methodology 4 Literature Review 4 Case Study: Apple’s Pricing Strategy 5

Executive Summary

This paper is an attempt to study the correlation between consumer behavior and consumer decision making cycle with pricing of a product or a service. Studies are made on comparative pricing through existing secondary sources. In order to understand the relative variations in consumer behavior across different variety of consumers primary research has been done. The findings have been interesting and the implications of findings have been found. Literature review has been done to identify the gaps in the existing literature. Learnings from literature review has also been incorporated. Case study of apple and the strategies used by them have been elaborately discussed. This insights from our study can be used for further scope of research in this domain.

Introduction
Pricing is an integral part of the Marketing Mix (4 P’s). Whereas all the other P’s (Product, Place & Promotion) affect the cost aspect of the mix, pricing is the only one which generates the needed revenue and hence forms one of the most powerful tools in the hands of the marketer. Pricing, therefore, becomes a very competitive factor in order to successfully exploit market opportunities.
It is of utmost importance that pricing of goods and services

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