Systematic Pricing of a Product Portfolio: An Analysis of Pricing Strategies for Agro -Biotechnology Seeds

Abstract

The research outcomes show that farmers' response to perceived seed benefits and non-price marketing effort matter. With respect to non-price marketing effort, the results indicate that a sustainable high pricing strategy is associated with substantial non-price marketing effort, resulting in higher discounted returns. With respect to farmers' response to perceived seed benefits, this study shows the importance of supplying high valued seeds. In addition, farmers' acceptance is an important factor to sustain an adequate pricing system and uphold market share. Finally, some evidences of complementarity interactions between seeds are indicated, mainly in the case of less valued seeds.