AbstractThe problem of price determination and revision is considered as a case of decision making under uncertainty in which profit is to be maximized. Typically price is a simple function of cost which in turn determines the quantity which will be demanded. This paper proposes that maximum profits could be realized in the long run, if a quantity corresponding to the lowest cost per unit of product under the attendant circumstances was fixed and a price established at which demand would exactly equal the fixed quantity. It further suggests a theoretical approach to the determination of this price based on decision theory. The decision theoretic approach considers the set of possible price levels at which demand will equal the fixed quantity of product as the state of nature. The set of acts consist of the establishment of the product price at each of the possible levels. After an initial price is established, empirical information can then be utilized according to some optimal decision rule for subsequent price revisions.