Service Pricing In Bulgaria

Authors:

Pages: 222-232
DOI: https://doi.org/10.54664/EDPQ6424

Abstract:

The article aims to find out how the companies operating in Bulgaria determine the prices of their services. In this regard, a literature review is done of the empirical research on service pricing and the results are presented from an online survey with 100 managers/marketing directors of companies operating in Bulgaria and offering services. The article establishes the pricing factors of substantial impact for the companies in the sector of services; what the most common pricing objectives are; which pricing strategies, methods and tactics are applied. In addition, the most common reasons for price increase or reduction are considered.

Keywords:

service pricing, pricing objectives, pricing strategies, pricing methods, pricing tactics

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