Elsevier

Journal of Retailing

Volume 72, Issue 2, Summer 1996, Pages 187-199
Journal of Retailing

Increased consumer sales response though use of 99-ending prices

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Abstract

Through the cooperation of a direct-mail women's clothing retailer, we were able to conduct a well-controlled experiment testing the sales effect of using retail prices that end in the digits 99 rather than 00 (e.g., $29.99 rather than $30.00). The results indicated that the use of 99 endings led to increased consumer purchasing. This finding demonstrates the importance of the manager's decision concerning a price 's rightmost digits.

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