THE PERCEIVED VALUE AS A PRICING STRATEGY FOR LIMITED-EDITIONS

Abstract

Limited-edition products are considered attractive and stylish for several individuals, but when it comes to the purchase decision, most of the times their price may discourage the purchase, due to their excessive worth. During this reflection, some questions spontaneously arose: which should be the fair extra-price for limited-editions and how it can be established compared to the original version of the product? The objective of the research is to provide an answer to the above questions, suggesting a pricing strategy for assessing and evaluating the “premium” price for limited-edition products, based on the perceived value. The study concludes that, from the analysis of customers’ perceptions for limited- editions, they might be willing to pay a premium price thanks to the higher value conferred.