The influence of value factors and pricing strategies on product development of computer peripherals

By interviewing pricing experts in computer peripherals, the study covered by this paper focused on pricing strategies and value factors for an in-depth exploration. One of the computer peripherals, the mouse, was used as a sample to interview consumers on how they gave weight to value factors and price tags. Both experts and consumers interviews gave the results as follows. (1) Compared with the experts´ value factors on pricing strategies and the consumers´ ranking order on purchasing products, there was no clear difference other than “product cost”. (2) The experts mainly used a “cost-based strategy” as their core pricing strategy and complemented it with a “value-based strategy” to set and plan their product lines and prices. (3) The experts tended to choose easy-to-achieve value factors to differentiate with competitors. They valued the most on “product cost”, then “production function”, “product appearance” and “quality (durability)”. (4) There were significant differences on esteemed factors influencing the consumers´ feeling for high-priced or low-priced products, and their esteemed factors on purchasing high-priced or low-priced products. (5) The consumers emphasized on value factors other than “product function”, such as “quality (durability)”, “product operability and interface”, “product appearance” and “ergonomics and comfort”.