Hi Nana, Nini,

For pricing methods you can find four models for calculing by Scott Allen. He's an expert entrepreneur

Hi.. In Simple Words

Selling Price = Intake margin+ Cost price(total price to make&deliver the product the retailer warehouse)

I agree while the 'formula' Retail price = cost + markup, the actual price the 'user' is willing to pay also has another component often termed the 'psychic' or non-monetary considerations (time, effort, and energy) 'users' 'invest in getting product/service.  If ones needs the product immediately--willing to pay a higher price for 'immediate gratification/need state' versus willing to wait (get in a week) with a lower price or in some cases w/ onilne/web/mobile -- one might use this to acquire.  Increasingly in stores today with smartphone users the ability to compare prices leaves retailers with the question:  How badly do I want the sale and am I willing to 'meet'/match the price?

Consumers/users need states might often drive their decision making--not sure if this is something that is relevant to your research, but some research indicates that given the option to purchase in store or by other methods... stores often lose the sale.

Good luck, and if you have any additional questions....  Kathy W.