Vol. 3, Issue 6, Part N (2017)

Abstract
In the face of rapid economic and technological changes, today’s consumer is more curious, more educated and conversant with what heshe exactly wants. These changes also affect the needs of firms. This study examined the effect of pricing strategies and methods on the purchase of consumer goods. This research intended to answer the various questions to what extent competitor’s price affects the purchase of product and how the customers perceive the value-based pricing concept of the firms. This study reflects that competitor’s price affect the purchase of firm products. This study contributes to the knowledge associated with pricing methods and purchase decision process. This research recommends that as much as the firms should focus on communicating value to the customers through prices, firms must also vigilant regarding the competitor’s prices and should examine how much it affect the purchase of their products