THE IMPACT OF PRICING STRATEGIES ON PROFIT MARGINS AND BUSINESS SUSTAINABILITY AT ULTRATECH CEMENT

Abstract

Pricing strategy is one of the most important elements of marketing management that directly influences sales, profitability, and customer perception. It refers to the methods and approaches used by organizations to determine the prices of their products and services in a competitive market. An effective pricing strategy helps businesses attract customers, achieve revenue goals, and maintain a sustainable competitive advantage. This study examines various pricing strategies such as cost-based pricing, value-based pricing, penetration pricing, skimming pricing, competitive pricing, and psychological pricing. It explores how these strategies affect consumer purchasing behavior, market share, and organizational performance. The study also highlights the role of factors such as production costs, customer demand, competitor pricing, and market conditions in pricing decisions.