Ngobo, Legoherel and Gueguen (2010) agree that a price with ending 99 is very often used as sales promotion and due to that consumers may perceive an odd price as a way to save money.
The instrument for the survey was developed by integrating literature on odd price perception.
The respondents stated that they did not associate an odd price with a discount, with lower quality of products, with getting change, or with cheating.
Post hoc tests using the Bonferroni correction revealed that the statement was statistically significantly different in the case of statements "Odd price means getting change", "I associate an odd price with cheating" and other statements (P < 0.05).
For two products at the $20 or dearer level, instead of testing the 99 cent odd price ending, which is less commonly used for higher prices, the slightly higher 5 cent price ending was tested (for example, $20.05).
For the five products tested with odd price cents endings (i.e.
Five of the six odd price points tested at this level showed noticeably greater estimated demand.
* Odd price endings were harmful to the image of higher quality stores.
Conclusion: If you want to create a low price image for your store, use odd price endings.
One booklet contained even prices and the other showed odd prices for the same merchandise.
There were other odd prices
matched on the exchange yesterday - 230 on the former second favourite to win the show and 200 to be top female - and if she's still there this morning she becomes the wild-card in this week's eviction race.
Businesses sell goods at odd prices
such as Dh9.95, but cannot tender the change to the customer.