Estratégias de formação de preço de uma empresa do ramo de decoração em Santa Juliana/MG

Abstract

The current economic climate and intense competition require business managers to employ tools that help them stay in the market and become more competitive. This entails careful attention to product costs as well as the structure of sales prices. Against this backdrop, it is crucial for organizations to develop effective pricing strategies. Thus, the general objective of this research was to identify the pricing strategies used by a company in the decoration industry based in Santa Juliana/MG. Semi-structured interviews and document analysis were used for data collection. Content analysis was used for analysis. The results showed that the most important element in the definition of the price is the costs added to a markup and that profit is the main objective in pricing in the analyzed company. Regarding the decision-making on prices, this is usually led by the company's manager, with the support of specialized consultants. This study generates contributions by developing a theoretical-empirical research, which can help in the discussion about price formation in the decoration industry. It also contributes to the managers of decoration companies by enabling the knowledge and understanding of the specificities related to price formation in the sector in order to generate and maintain competitiveness. Finally, it also contributes to academics and researchers, highlighting the variables considered in pricing in companies in the field, directing the development of new research.