O impacto do preço na satisfação do cliente e lucratividade das empresas

• DOI: https://doi.org/10.22533/at.ed.262122511044

• Palavras-chave: Precificação. Valor percebido. Comportamento do consumidor em relação ao preço. Rentabilidade das empresas.

• Keywords: Pricing strategies. Perceived value. Consumer behavior toward pricing. Corporate profitability.

• Abstract: This article aimed to analyze how pricing simultaneously affects customer satisfaction and business profitability. Price is one of the key elements of the marketing mix (product, price, place, and promotion) that significantly influences consumer behavior and corporate financial performance. The methodology employed consisted of a literature review and a perception-based survey. The target audience was selected to represent a feasible sample of the Brazilian population. The results indicate that price plays a critical role in purchase decisions, with consumers frequently comparing prices before making a choice. The study underscores the importance of balancing perceived customer value with pricing, highlighting strategic approaches such as value-based pricing and market differentiation. The findings suggest that strategic price management—aligned with consumer expectations and profitability goals—is essential for maintaining competitiveness and achieving sustainable business growth. Effective pricing strategies can enhance customer satisfaction while optimizing revenue, positioning companies more favorably in increasingly dynamic and competitive markets.