Gone are those days when businesses could determine the selling price of their products as and how they liked. In such circumstances, the businesses were in a upper hand as they had flexibility to increase and decrease price at their discretion. But today the world has come to such a situation wherein market forces fix the selling price based on general demand, supply, price of similar products among several other factors.
Businesses may still have an option to price its products higher, but in that case the problem is that the customers are more likely to get attracted to the sellers who sell their products at lower prices. On the other hand in case a business decides to sell at a lower price, there might arise a doubt in the mind of the customers as to if the quality of the product is below par. This is why, among the various strategies adopted by the companies pricing strategies are really important as this is what helps a business to reach out to its customers.
In case you are a business which has tried both extremes of pricing without much success or you are one of those new players in the market, I suggest the best thing to do would surely be to fix the price of your products in synchronization with the market prices.