Quantifying perceived value: a methodological proposal for strategic and practical price setting

This article presents an innovative methodological proposal for price setting based on perceived consumer value, integrating quantitative tools to align pricing decisions with market perceptions. The methodology identifies and weights key attributes, evaluates the relative performance of competitors, and calculates a suggested price that optimizes profitability without compromising perceived value. Through a practical case study, the step-by-step implementation of the model in a competitive market is illustrated, highlighting its applicability and flexibility across various sectors. Additionally, the scope and limitations of the method are discussed, emphasizing the importance of advanced analytical tools to address challenges related to data quality and consumer perception heterogeneity. This proposal represents a significant contribution to both the theory and practice of pricing strategies.