Pricing refers to the process of determining the value or cost of a product or service in order to attract customers and generate revenue. Pricing research involves analyzing consumer behavior, market trends, competition, and other factors to develop pricing strategies that maximize profitability and customer satisfaction. This research area explores various pricing models, strategies, and tactics to help businesses set optimal prices for their products or services. Pricing research also includes studying pricing psychology, price elasticity, value-based pricing, dynamic pricing, and other factors that influence consumer purchasing decisions.