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The objective of this study is to know the pricing strategies implemented in retail stores as part of the business marketing mix. The focus of this study is quantitative, descriptive, with a non-experimental, cross-sectional design. The survey was used as a technique to collect data. The same consisted of 21 retail companies located in a commercial area of ??the Santiago district, Veraguas province. The results reveal that 100% of the surveyed companies reveal that they implement pricing strategies as part of their marketing. Of these, 48% take costs into account to set the prices of their products or services, that is, they first calculate all the costs associated with production, distribution and marketing, and then add a desired profit margin. Regarding the pricing strategies that companies implement within their stores, psychological pricing strategies stand out with 86%, seeking to influence consumer perceptions and behaviors, taking advantage of certain psychological and cognitive reactions. On the other hand, 48% based pricing strategies with the aim of creating demand for a product or service, which means generating interest, desire and need among consumers. According to the appreciation given by the companies, 90% indicate positive results in terms of the effectiveness they have had in relation to the pricing strategies they have implemented.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
