CLIENT-ORIENTED MARKETING PRICING IN BUSINESS: STRATEGIES FOR BRAND VALUE FORMATION
DOI:
https://doi.org/10.32782/2786-8273/2025-10-24Keywords:
client-oriented pricing, brand value, marketing strategies, consumer behavior, value-based pricing, brand managementAbstract
The article examines the conceptual foundations of client-oriented marketing pricing as a tool for brand value formation. The evolution of pricing approaches from cost-oriented to client-centric models is analyzed. The purpose of the study is to develop an integrated approach to client-oriented pricing that ensures the formation and strengthening of brand value in modern business conditions. The research methodology is based on the analysis of classical and contemporary pricing theories, systematization of approaches to value formation, and study of consumer behavior patterns in pricing perception. The study considers five levels of brand value: financial, functional, emotional, social, and symbolic. Key pricing strategies and their impact on consumer value perception are identified. The research demonstrates that traditional cost-based pricing approaches are losing effectiveness in modern markets where consumers make purchasing decisions based on perceived value rather than actual costs. Client-oriented pricing requires a deep understanding of customer needs, preferences, and willingness to pay, as well as the ability to communicate value effectively. An integrated model of value formation through price is proposed, taking into account psychological, economic, and social factors of purchase decision-making. The model includes such elements as reference price analysis, price sensitivity assessment, value perception measurement, and competitive positioning. Special attention is paid to psychological pricing tactics that influence consumer perception and purchase decisions. The practical value of the article lies in the proposed recommendations for implementing client-oriented pricing in business practice. These recommendations cover strategic aspects such as market segmentation based on price sensitivity, development of differentiated pricing strategies for different customer segments, creation of value communication programs, and establishment of pricing governance systems. The findings can be used by marketing and pricing managers to develop effective pricing strategies that enhance brand value and ensure sustainable competitive advantage. The study emphasizes that successful client-oriented pricing requires organizational culture transformation toward customer-centricity and cross-functional collaboration between marketing, sales, and finance departments.
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Gijsbrechts, E. (1993). Prices and Pricing Research in Consumer Marketing: Some Recent Developments. International Journal of Research in Marketing, 10(2), 115-151. DOI: https://doi.org/10.1016/0167-8116(93)90001-F
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