Pricing Strategies and Consumer Perceived Value in Digital Markets
Keywords:
Pricing Strategies, Consumer Perceived Value, Digital Markets, Price Fairness, Price TransparencyAbstract
In the rapidly evolving digital marketplace, pricing strategies play a crucial role in shaping consumer perceptions, satisfaction, and purchasing behavior. This study examines the relationship between pricing strategies—including dynamic, personalized, transparent, and fairness-based models—and consumer perceived value in digital markets. Using a quantitative research approach, data were collected from 400 respondents through a structured Likert-scale questionnaire. Statistical tools such as correlation, regression, and ANOVA were applied to assess the strength and significance of relationships between variables. The findings reveal that price fairness and price transparency have the most significant impact on perceived value, while personalized pricing also positively influences consumer trust and satisfaction when implemented ethically. Dynamic pricing, though effective in revenue optimization, requires fairness and clarity to maintain consumer confidence. The results highlight that transparent, data-driven, and customer-focused pricing strategies enhance loyalty and long-term value perception. This research contributes to understanding how digital businesses can design ethical and effective pricing models that balance profitability with customer trust, ultimately strengthening competitiveness in the digital economy.
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