The factors affecting price of any product are categorised under two broad headings - internal factors and external factors.

A. Internal Factors

a. Cost: It means the cost incurred in producing the product and also includes the expenses of selling and distribution.

b. Objective: While fixing the price of product the marketer should consider the objective of the firm which may be to increase the profit, to capture a large market share or any other.

c. Product life cycle: The stage at with the product is in its life cycle also affects the pricing decision.

d. Promotional activity: The cost incurred in the promotional activity of the product is also kept on the price of the product.

B. External factors

a. Competition: It means the degree of competition existing in the market. Where the competition is high the prices will be low and vice-a-versa.

b. Government control: The government rules and regulations must be considered while fixing the price of the product.

c. Economic conditions: Economic condition prevailing in the market has to be considered while fixing the price.

d. Channel intermediaries: Longer the chain of intermediaries, the higher will be the prices of the goods.