Background: To many customers, prices are mundane; however, marketers engage in casuistry to purport their product as superior to others by enticing prices. Prices are the most susceptible variable in the Marketing Mix. The thesis posits a discussion on whether marketers should change pricing techniques depending on if they want to launch a (new) sugar-sweetened beverage in Eastern or Western Europe. Not a plethora of research has been written on this topic, which is why this thesis agog to find out which pricing strategies or strategy they should use when they enter Eastern or/and Western Europe with (new) sugar-sweetened beverages. The three quintessence of price-setting methods this paper exerts and later reflects painstakingly in the analysis chapter are penetration pricing, price skimming, and prestige pricing. Sugar-sweetened beverages were chosen as a central topic of interviews as the great majority of the population consumes sugar- sweetened beverages. All participants could form their opinion on the issue by dint of this aspect.  Method: Qualitative method was chosen for the thesis. The qualitative method opens more room for insights and in-depth discussions with the participants. Seven individuals from Eastern and Western Europe were enquired to answer the questions can be found in the appendix.  Results: The results reflect that it is worth ruminating to marketers to use different pricing strategies in Eastern and Western Europe based on the answers gathered. Besides, the interviews also shed light on how complexly customers view the price and the differences within Europe based on regions. Despite some differences, many similarities were also found in the individuals' perceptions. Lastly, publishing the result, the thesis also aims to draw on how one individual's perceptions change with time and the circumstances that influence it.  Conclusions: From the findings, it might be possible to extrapolate which pricing strategy marketers should use to enter Eastern and Western Europe with a (new) sugar-sweetened beverage. The outcome of the interviews reflects that Eastern European individuals who were interviewed are dismissive of price skimming; meanwhile, the asked Western Europeans were dismissive about penetration pricing and prestige pricing in the context of sugar-sweetened beverages.

Flera olika typer av virtuella produkter växer i popularitet och värde i människors ögon. Inomden digitala spelvärlden spenderas en hög andel pengar på virtuella produkter som inte har ettfunktionellt syfte. Syftet med denna uppsats är att undersöka om sociala faktorer kan påverkaköpintentionen i digitala spel genom sin relation till hedoniskt värde. Denna studie användersig av en kvantitativ metod och tvärsnittsdesign i form av enkäter. Enkäterna har spriditsgenom relevanta medier samt kedjeurval. Resultatet analyseras med en PLS-SEM analys föratt se om det finns ett förhållande mellan sociala faktorer och hedonism. Denna uppsatsförsöker besvara frågan: “Bidrar sociala faktorer till att skapa hedoniskt värde i virtuellaprodukter?”. Resultatet visar på att sociala band och social identitet relaterat till spelet ärpositivt relaterat till att skapa ett hedoniskt värde och på så sätt öka köpintentionen. Theory ofconsumtion value undersöker vilka värden som ligger bakom de val av köp konsumenter gör.Teorin används som grund i denna uppsats och har hjälpt till att skapaundersökningsmodellen samt styrka hypoteserna via begreppen emotionellt och socialt värde.Viktiga fynd är att ålder, kön och tid inte har någon påverkan på hedoniska värdet. Hedonisktvärde, social identitet och sociala band visades ha ett lågt instämmande i undersökningen.Trots detta blev slutsatsen att det finns ett signifikant samband mellan de sociala värdena ochhedoniskt värde. Detta bekräftar hypoteserna i uppsatsen. Resultatet i denna studie bidrar tilllitteraturen genom att undersöka relationen mellan utvalda konsumtionsvärden ochköpintentionen till virtuella produkter. Informationen som uppsatsen ger kan hjälpa företag attförstå faktorer som kan uppmuntra till köp av virtuella produkter. / Many different types of virtual products are growing in popularity and value in people's eyes.In the gaming world, large amounts of money is spent on virtual products that do not have afunctional purpose. The purpose of this essay is to investigate whether social factors caninfluence purchase intention in digital game contexts through their relationship to hedonicvalue. This study has carried out a quantitative method and a cross-sectional design in theform of questionnaires. The questionnaires have been distributed through relevant media andchain selection. The results are analysed with a PLS-SEM analysis to investigate whetherthere is a relationship between social factors and hedonism. This essay tries to answer thequestion: ”Do social factors contribute to creating hedonic value in virtual products?”. Theresult shows that social ties and social identity within the game are positively related tocreating a hedonic feeling and thus increasing purchase intention. The theory of consumptionvalue examines which values lie behind the purchase intention and choices consumers make.The theory is used as a basis in this essay, it has helped to create the research model andstrengthen the hypotheses via the concepts of emotional and social value. Some of theimportant findings in this essay is that age, gender and time are factors that have no influenceon the hedonic value. Hedonic value, social identity and social ties were shown to have lowagreement in the survey. Despite this, the conclusion was that there is a significantrelationship between the social values and hedonic value. This confirms the hypotheses in thepaper. The results of the study contribute to the literature by investigating the relationshipbetween the selected consumption values and willingnes to pay for virtual products. Theinformation provided in this essay can help companies have a better understanding of factorsthat can better promote the acquiring of virtual products.

The reason, why I had chosen for my diploma work topic The Relationship between seller and customer, is this time, when powerful competition press upon the firms to improve quality of their products or services, the top management is aiming at the quality of communication with customers, too. They are aware of that good or bad relationship with customer may determine if the firm will be successful or not. For it is necessary to train and motivate employee who communicate with customer, but first-rate direction by management too and to created positive firm cultural which will motivate the employees to longtime and high-quality work and affect at customers, too. In my diploma work I had aimed at factors which motivate customers but employees and management too. The employees and top management, they are links of firm which have influence to work and results of enterprise. In the first part of my work I had aimed at these factors general. I had analysed them and my result is that this factors really influence the relationship between seller and customer. In the second part of my work I had analysed these factors in elected enterprises. For synthesis and comparison of results of firms I had chosen the form of many-criterion rate.