perception

Managers - the business, non-profit and association sort - really need to get this down pat if they are to meet their managerial objectives.

People don't always buy based on the lowest price, but they do like to feel they're getting a good deal. If your aim is to give your customers value for their money... then your asking PRICE should represent the VALUE customers place on your product or service. If the price asked for doesn't feel right, in relation to the value delivered, customers are not going to buy.