Could Pricing Strategies in Different Regions Create a Sense of Division? : A Qualitative Study in the Pursuit of Scrutinizing European Individuals' Views on Penetration Pricing, Price Skimming, and Prestige Pricing Pertaining to a New Sugar-Sweetened Bev

Abstract: Background: To many customers, prices are mundane; however, marketers engage in casuistry to purport their product as superior to others by enticing prices. Prices are the most susceptible variable in the Marketing Mix. The thesis posits a discussion on whether marketers should change pricing techniques depending on if they want to launch a (new) sugar-sweetened beverage in Eastern or Western Europe. Not a plethora of research has been written on this topic, which is why this thesis agog to find out which pricing strategies or strategy they should use when they enter Eastern or/and Western Europe with (new) sugar-sweetened beverages. The three quintessence of price-setting methods this paper exerts and later reflects painstakingly in the analysis chapter are penetration pricing, price skimming, and prestige pricing. Sugar-sweetened beverages were chosen as a central topic of interviews as the great majority of the population consumes sugar- sweetened beverages. All participants could form their opinion on the issue by dint of this aspect.  Method: Qualitative method was chosen for the thesis. The qualitative method opens more room for insights and in-depth discussions with the participants. Seven individuals from Eastern and Western Europe were enquired to answer the questions can be found in the appendix.  Results: The results reflect that it is worth ruminating to marketers to use different pricing strategies in Eastern and Western Europe based on the answers gathered. Besides, the interviews also shed light on how complexly customers view the price and the differences within Europe based on regions. Despite some differences, many similarities were also found in the individuals' perceptions. Lastly, publishing the result, the thesis also aims to draw on how one individual's perceptions change with time and the circumstances that influence it.  Conclusions: From the findings, it might be possible to extrapolate which pricing strategy marketers should use to enter Eastern and Western Europe with a (new) sugar-sweetened beverage. The outcome of the interviews reflects that Eastern European individuals who were interviewed are dismissive of price skimming; meanwhile, the asked Western Europeans were dismissive about penetration pricing and prestige pricing in the context of sugar-sweetened beverages.