Gabriella Smith believes that customers in her dress shop find certain prices very appealing. Between these price levels, all prices are seen as roughly the same and price cuts in these ranges generally do not increase the quantity sold (i.e., the demand curve tends to drop vertically within these price ranges). With this in mind, Gabriella prices her items as close as possible to the top of each such price range. This is

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The scenario describes customers perceiving certain prices as highly appealing and not reacting much to small price reductions within a narrow band, with the firm aiming to set prices near the top end of those bands. This touches on how price perception and psychological cues influence demand more than pure cost or objective value.
Option 1: bait pricing. This strategy involves advertising a very low price to attract customers and then steering them toward higher-priced items or in-store alternatives. It relies on initial attraction and deception, which is not the described mechanism of price perception within a narrow range. Thus, bait pricing does not fit.
Option 2: prestige pricing. Prestige pricing sets higher prices to signal quality or exclusivity, appealing to status-conscious or quality-seeking customers. The description, however, emphasizes appealing price levels within common ranges and minimizing quantity changes with small cuts, not signaling premium status; therefore prestige pricing is not the best match.
Option 3: leader pricing. Leader pricing involves selling some items at a low price to draw customers into the store, hoping they buy other, more profitable items. The question centers on perception within price ranges and how customers react to prices within those ranges, not on using a low-priced loss leader to drive traffic. Hence, leader pricing doesn’t align well with the given idea.
Option 4: psychological pricing. This approach leverages the way consumers perceive prices, such as ending prices just below a round number (e.g., $9.99) or pricing near the top of a range to influence perceived value and demand. The description of prices being close to the top of ranges and small cuts not boosting demand aligns with exploiting price perception and behavioral responses, which is core to psychological pricing.
Option 5: odd-even pricing. This is a specific form of psychological pricing that uses odd or even price endings to influence perception (e.g., $9.95 vs. $10.00). While related to psychological pricing, the broader scenario focuses on positioning within a price range and the general effect on demand, rather than explicitly choosing a price-ending strategy. Therefore, although related, odd-even pricing is not the most comprehensive match for the described behavior.

BUSI406 [Kubowicz Malhotra]: Principles of Marketing Final

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