Utpal Dholakia > Quotes

“Psychological pricing is a set of strategic and tactical managerial pricing actions designed to influence consumers’ perceptions, decisions, and behaviors through processes of thinking and feeling. Its goal is to deliver a high degree of value to target consumers, while concurrently generating healthy revenue and profit for the business.”
― Utpal Dholakia, Priced to Influence, Sell & Satisfy: Lessons from Behavioral Economics for Pricing Success

“A small increase in prices while maintaining the firm’s sales and cost levels generates a significant boost to its profit.”
― Utpal Dholakia, How to Price Effectively: A Guide for Managers and Entrepreneurs