Pricing is the process whereby a business sets the price at which it will sell its products and services, and may be part of the business's marketing plan. As can be noticed there are few important and fundamental aspects of pricing: price bring revenue, price is adjustable, price has an association with brand perception, utility consumer psychology and product differentiation as well, price has an association with quality and quality perception from the side of the consumer as well as the marketer, price influences demand, price is a tool to fight competition, price is associated with accounting markets like break even decided by the marketer, price is associated with financial mark-up like rate o return etc. Price is the exchange of value of goods or services in terms of money., price of a product or service is what the seller feels it is worth, in terms of money.

Managers can set prices as an addition to what cost they have incurred in developing and marketing the product. In many instances price is the rupee equivalent of the value of the company's product. Pricing decision involves: decide the price objective, determine the demand, estimate the cost, analyse the competitors cost, prices and offers and select the final price.

Pricing is very important to any firm because it is the only one in the marketing mix that guarantee income, revenue and profit rather than creating cost. Failure to understand the dynamics of pricing will create a big problem for any business.

Top management must have input in pricing, all factors in pricing need to be taken into consideration both internal and external factors, price discrimination and price sensitivity must be taken care off. It is important for companies to use pricing strategies carefully to have competitive edge .