Ценова стратегия на база ценност на продукта за клиента: резултати от емпирично изследване за България (Value-Based Pricing Strategy: Results from an Empirical Study for Bulgaria)

The aim of the present article is to present the results from an empirical study on the use of the value-based pricing strategy by companies operating in Bulgaria. To achieve this goal, research has been done regarding the pricing strategies used by companies operating in Bulgaria with a focus on value-based pricing strategy; the opinion of CEOs/marketing directors/managers, etc. has been surveyed concerning the barriers to the use of the value-based strategy and their attitudes regarding the use of this strategy in the future.