Pricing strategies are essential for business success, and odd-even pricing is one method that taps into consumer psychology. This article discusses how businesses can use odd-even pricing to influence buying decisions, providing insights into why companies might adopt this approach and its potential impact on pricing models.
Price endings
"Price ending" refers to the last digits of a product's price. For example, if a product is priced at €9.99, the price ending is "99". Price endings are often used in marketing strategies, such as odd-even pricing, to create a psychological effect on consumers. The idea behind price endings is that certain numbers can be more appealing to consumers, depending on their cultural and psychological associations with those numbers. For example, odd numbers may be associated with discounts or sales, while even numbers may be associated with quality and luxury. By choosing specific price endings, businesses can influence consumers' perceptions of their products and encourage them to purchase.
Odd-even pricing
"Odd-even pricing" is a pricing strategy that involves setting a product's price ending in an odd number (such as €19.99) or an even number (such as €20.00) to create a psychological effect on consumers. The idea behind this pricing technique is that odd prices appear significantly lower than even prices, even if the difference is just a few cents.
Research has shown that odd-even pricing can be an effective way to increase sales and profits. Consumers are more likely to perceive odd prices as a good deal and may be more likely to purchase. Additionally, odd-even pricing can create a perception of value, as consumers may assume that odd prices indicate the product is discounted or on sale.
Odd-even pricing is commonly used in various industries, including retail, hospitality, and e-commerce. It is also used in pricing strategies such as bundle pricing, where a group of items is sold together at a price ending in an odd or even number.
When to use odd-even pricing
Odd Pricing
- Perfect for targeting value-conscious buyers.
- Ideal for products on sale or those meant to encourage impulse buying.
- Common in industries like retail, hospitality, and e-commerce.
Even Pricing
- Best for luxury brands or high-end products.
- Conveys sophistication and premium quality.
- Often seen in brands like Gucci, Rolex, or Dior, where pricing reinforces exclusivity.
Combining Odd and Even Pricing
Businesses can use both strategies to attract a diverse audience. For instance, primary product ranges might feature even-numbered pricing to signify quality, while secondary ranges or sale items use odd pricing to indicate value. Example: a product discounted from €500 to €449 balances the perception of value and prestige.
The psychology of price endings
The psychology of price endings is based on the idea that consumers perceive certain numbers to be more attractive or appealing than others. This psychological perception can be influenced by various factors, including cultural associations, past experiences, and cognitive biases.
One of the most well-known price endings is odd numbers, such as €9.99, which is often used to create the perception of a lower price. This is known as "charm pricing," as odd numbers are seen as "charming" or appealing to consumers. Research has shown that consumers tend to focus on the left-most digits of a price, which means that they may perceive a €9.99 price tag to be closer to €9 than €10, even though the difference is just one cent.
Similarly, even numbers, such as €20, can be perceived as higher quality or more luxurious. This is because even numbers are often associated with stability and balance. For example, a high-end restaurant might price its menu items using even numbers to create a perception of quality and sophistication.
In addition to odd and even numbers, other price endings can also influence consumers' perceptions. For example, prices that end in "0" or "5" may be seen as more rounded and stable, while prices that end in "7" may be perceived as more unique or special.
To sum it up
Overall, the psychological effects of price endings suggest that businesses can use pricing strategies to influence consumers' perceptions of their products and encourage them to purchase.
No matter what or how you want to set your price, you can do it all automatically with the PriceShape pricing tool. You can choose specific product types or groups to end up in specific numbers. Learn more about how to set up odd-even pricing strategies in our platform or just how PriceShape can help your business by booking a meeting.
