You are the marketing manager of a small start-up retail company. You are aware that your company's pricing strategies are an important way to communicate your firm's image to consumers. You also realize that as a start-up your company must make every effort to attract customers. After thoroughly analyzing your competitors' offerings, you decide to set the prices of your company's merchandise at odd, unusual numbers slightly below a round number. For example, instead of pricing an item at $10.00 you price it at $9.95.
What is the most likely reason to employ this odd pricing strategy?
a. This allows the retailer to inconspicuously change the prices at any time.
b. This makes the price seem like $9.00 plus change rather than a full $10.00.
c. This allows the retailer to emphasize important characteristics that differentiate product lines at different price points.
d. Odd-numbered pricing adds to the perceived prestige of the company on the part of consumers.