Henriette offers financial counseling and management on a fee-only basis. She has found that different customers are willing to pay different rates for her services. This shows that her pricing decisions should depend primarily on

how different customers perceive the value of her services.

Explanation:

For the above context, every customer has its own level of thinking and they have already a pre mindset. someone customers rate the value of service on the basis of experience that others have about the service. hence they perceive different values.

This is all happened with Henrietta who offers management and counseling. But what she got after analyzing the customers that every customer has a different set of mind for her service hence they pay at a different rate