Pricing as a Market Entry Strategy – A Study of Exporters of Haryana

Pricing of a product is a very important element for the success of a business firms. It is a major factor that influences a firm‟s revenues and its profitability. It may impact the growth, expansion and even survival of the firm. The objective of the study is to find out how the exporters use pricing as a market entry strategy. The study shows that „competitive price‟ is followed as „market entry strategy‟ by most of the sample unit irrespective of their status. Similar results were obtained through industry-wise analysis. Response in respect to „price change in comparison to foreign competitors‟ „all exporters‟ category shows that „comparable price‟ is the choice of majority firms. Premium prices were also being charged by a significant number of firms, particularly status firms. Industry-wise analysis highlights that majority of Food processing units charged higher prices as compared to their foreign competitors. Textile and Engineering units were found to prefer comparable prices.