U$.$S$.$ Cellular is a mid$-$range service provider in the highly competitive cell phone market. In this market, Verizon Wireless and AT&T are the major players. To compete, smaller firms like U$.$S$.$ Cellular must find ways to deliver greater value to its customers. However, price has a major impact on value perceptions. In turn, value perceptions influence pricing. In $2010,$ U$.$S$.$ Cellular created a pricing strategy known as $$The Belief Plan,$$ but it confused customers. They perceived that the price was set too high for the value it offered. This forced U$.$S$.$ Cellular to rethink its strategy. Watch the following video to examine the many factors U$.$S$.$ Cellular needs to consider when setting price.