How will your pricing psychology help a public utility business?

Byline: Dr. Ned Roberto & Ardy Roberto

Q: Were in the public utility sector and a distributor of electric service in a southern Luzon province. Our pricing is regulated and it has been and still is the object of justas much if not more public and media criticism as gasoline prices. This is in spite of several years now that weve patterned the presentation of our monthly billing to subscribers almost like Meralcos monthly billing. That means our portion of the total amount due from a subscriber is as a distributor. That is nearly just half of the pricing from electricity generation.

We read your column last Friday telling your readers that taking account of the consumer pricing psychology can help with pricing concerns similar to ours. We discussed this in the office and none of us came out with a clear idea as to how exactly pricing psychology can help us manage better public criticism of our pricing. Please help us understand.

We realize that were just one public utility business. But your helping us will also benefit a whole lot of electricity consuming subscribers in this province. Think also of the rest of the countrys electric services providers and their millions of subscribers.

A: We have to say that …