price communication

Price communication includes all measures concerning the presentation and communication of prices to customers and potential buyers.

Price communication is not only about price information but also about influencing subjective price perception. Important instruments of price communication are price-related advertising or the use of price lists. In price-related advertising, both special offers or slogans focused on the price, such as “Lidl lohnt sich” (Lidl pays off), are used. In the case of price lists, the list price effectively represents the highest price for the customer and is transparent and traceable for him. The communication of price changes is of particular relevance. As a rule, companies do not actively try to address price increases, yet price reductions should be actively perceived by the customer.

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