DHARANA - Bhavan's International Journal of Business

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Retail Pricing is a key issue of concern to Retailers. In order to sustain the existing market share and to face the new emerging challenges, which is inevitable. This paper tries to find out the effectiveness of Target Pricing Techniques in the arena of Indian Retail Industry. An attempt is made to work backwards from traditional cost plus method of pricing to Target Pricing Technique. This paper is based on what the customer is willing to pay on his perceived product attributes. An attempt is made to study the cost structure by the process of Value Engineering and a model is suggested to work upon minimising or eliminating the non value added costs in the overall Retail Pricing System.
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