Pricing Strategies Adopted by Udyam-Registered Micro Enterprises in Mysuru District: A study

Micro enterprises play an important role in local economic development, particularly in districts like Mysuru, where trading, manufacturing, and service activities contribute significantly to employment and entrepreneurship. Pricing strategy is a critical marketing decision that influences competitiveness, profitability, and customer perception. The present study examines the pricing strategies adopted by Udyam-registered micro enterprises in Mysuru district. Primary data were collected from 150 micro enterprises, including 60 trading, 45 manufacturing, and 45 service enterprises, using a structured questionnaire. The Garrett Ranking technique was used to analyse and rank pricing strategies. The findings reveal that competitive pricing and discount/promotional pricing are the most widely adopted strategies among micro enterprises. Manufacturing enterprises primarily rely on cost-plus pricing, while service enterprises emphasise premium and value-based pricing. The study highlights the need for microenterprises to adopt more market-oriented pricing approaches to enhance business performance.