Authors: Arjen Brasz and Frank Kroeze

The use of behavioural pricing tactics to influence customer buying behaviour is not a new phenomenon, but it is being increasingly implemented by traditional B2C and B2B companies in recent years. In this article, the authors identify and examine three specific opportunities for pricers to employ behavioural pricing tactics. Arjen Brasz (arjen.brasz@simon-kucher.com) is a Senior Director at Simon-Kucher & Partners in Amsterdam. Frank Kroeze (frank.kroeze@simon-kucher.com) is a Consultant at Simon-Kucher & Partners in Amsterdam.

The Pricing Advisor, August 2019

When was the last time you visited Starbucks? Chances are you did not opt …Read More

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