Pricing strategies refer to the methods and techniques that businesses use to set prices for their products or services. This research area explores how businesses can maximize profits, increase market share, and maintain competitive advantage through effective pricing strategies. Researchers in this field analyze consumer behavior, market trends, and competitor pricing to develop strategies that align with the company's goals and objectives. Common pricing strategies include cost-plus pricing, value-based pricing, dynamic pricing, and penetration pricing. Overall, research in this area aims to help businesses optimize their pricing decisions to achieve long-term success in the market.