"A Purchase Is Always Based on Value and Never on Price!
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What I mean is that if a consumer perceives that they must give more than they get from a transaction, they will stop buying. Ergo, if the price is higher than the utility of the product, there will not be any exchange. In other words, the utility describes whether the value is positive. To obtain sales, one must therefore either increase the value or reduce the cost to sell the product.
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Perceived value is the consumer’s overall assessment of the utility of a product based on the perception of what is received (benefits) and what is given (costs). This means that value is individual and personal. It is a compromise based on what you get versus what you give.
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Price is defined as what one sacrifices (money, time, risk) to acquire a product. Price in this context is more than the money you pay for a product."
Trechos retirados de "Pricing" de Ragnhild Silkoset.
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