Research on the Relation Between Company Pricing Objectives and Pricing Strategies
Research on the Relation Between Company Pricing Objectives and Pricing Strategies

Summary/Abstract: The aim of this study is to find out which are the pricing strategies used by the companies operating in Bulgaria in terms of their pricing objectives. In this regard, the study provides a literature review of the theoretical developments and empirical research on company objectives and pricing strategies as well as an empirical survey. Based on the survey data, two groups of pricing objectives were distinguished: of universal and of specific nature. It was found out that universal nature is more typical of quantitative objectives, whereas specific nature is more typical of qualitative objectives. In terms of specific objectives, it was shown which pricing strategies are used for their achievement.

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