M.Com. (Business Economics) / Proper pricing should be done in three phases. Firstly, the determination of the market-price, namely that price which the consumers are prepared to pay for the amount of need-satisfaction they perceived from using the product. Secondly, the determination of the target-price, namely that price wrich will give a satisfactory rate of return on investment for the firm. Thirdly, the determination of the final price, by comparing the market-price with the target-price. The determination of the market-price is becoming more and more relevant and up to the present time no comprehensive research has been done on this subject in South Africa. In this dissertation an investigation was undertaken into the present technology concerning market-pricing and from this knowledge a method was developed which will be applicable to the determination of market prices in South Africa.