Marketing
Pricing Strategy Evaluation

Pricing Strategy Evaluation

This survey helps assess how customers perceive your pricing strategy, including their willingness to pay, perceived product value, and price sensitivity. You can determine how well current prices align with audience expectations and identify opportunities to optimize pricing. The template is suitable for marketers, product managers, and companies aiming to adjust prices to boost sales and loyalty.

Use template

The Pricing Strategy Evaluation survey template helps you understand how customers actually perceive what you charge them, not just what you assume. It combines direct feedback on price-to-quality perception with questions about acceptable price ranges and purchase drivers, giving you a clearer picture of whether your pricing matches what your audience is willing to pay. This makes it easier to spot pricing gaps before they show up as lost sales or churn.

What the “Pricing Strategy Evaluation” survey measures

This survey measures perceived value for money through a star rating, qualitative reasons behind low value perception, acceptable price ranges by product category, and the relative weight of price versus quality, brand, reviews, discounts, and availability in purchase decisions. It also captures demographic context, such as age and household income, so you can segment price sensitivity by customer profile and see whether pricing feels fair across different groups.

Who the “Pricing Strategy Evaluation” template is for

This template is built for marketers, product managers, pricing analysts, and founders who need to validate or adjust pricing based on real customer input rather than guesswork. It works well for companies launching a new product, testing a price increase, entering a new market segment, or reviewing pricing tiers as part of a regular strategy review.

How to adapt the template to your needs

You can adjust the price range options in question 4 to match your actual product pricing, or swap the currency and brackets for a different market. Add branching logic so that only respondents who rate price-to-quality as low or neutral see the open-ended follow-up question, keeping the survey shorter for satisfied customers. You can also remove the income question if it feels too sensitive for your audience, or add a question about competitor pricing to get a more complete view of how you're positioned.

Questions and answer options

Question type: single choice.
Answer options:
— Yes, I am a customer or user
— Yes, I know about it but haven’t used it
— No, I am not familiar
Question type: single choice.
Answer options:
— Less than $50
— $50–$100
— $100–$200
— More than $200
— Depends on the product/service
Question type: multiple choice.
Answer options:
— Price
— Quality
— Brand or reputation
— Customer reviews
— Discounts or promotions
— Product availability
Question type: numeric answer.
Question type: single choice.
Answer options:
— Less than $15,000
— $15,000–$30,000
— $30,001–$50,000
— More than $50,000
— Prefer not to answer

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Frequently asked questions

Income level helps you understand price sensitivity across different customer segments, so you can see if your pricing excludes or overserves certain groups.
No, it's best to trigger it only when someone rates the price-to-quality ratio low, so you get specific reasons without adding friction for satisfied customers.
Compare the most common accepted range against your current pricing to see if you're priced too high, too low, or right where customers expect.
Yes, combining the price range answers with the purchase-driver question shows whether customers value flexibility or a single straightforward price point.