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| Article Name : | | | A STUDY OF CONCEPTUAL ISSUES IN PRICING OF FINANCIAL SERVICES | | Author Name : | | | D. V. Ingle | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ISRJ-370 | | Article URL : | |  | Author Profile | | Abstract : | | | Pricing is one of the most important decisions in the marketing of financial services. which is both an art and a science. The art of pricing is in choosing a combination of fees and charges acceptable to customers, which should be fair and transparent. The product which has unique attributes deserves premium pricing. The science of pricing is in ensuring that the product is profitable and is competitive in the market. This paper examines pricing from the customer perspective to examine how important price is as a determinant of customers’ choices and why prices of financial services are so difficult for users to understand. The paper reflects the theory with an emphasis on the significance of transparency and mechanisms and policies to improve transparency of pricing. The paper ends with consideration of factors relevant for pricing different types of financial services, including savings, loans and banking products. | | Keywords : | | - market place
- demand function
- financial services and price change
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