Purpose: In a developing economy like India, the contribution of small- and medium-sized enterprises (SMEs) to the national gross domestic product is significant. This sector creates immense employment opportunities and produces economic products and services. To survive in the globalized...

Identifying the optimal price for a new product is a critical step in the innovation process and correcting the price of an existing product is a necessary component of a successful enterprise. With the wide range of pricing research techniques practiced in the SME Sector, it is not always clear...