Increase Productivty

Straightforward and Easyto-Understand Prices

It’s important to make sure your pricing policy does not confuse or mislead your customers. The price you state should reflect the total cost of the transaction. It should also be an honest one considering all the circumstances of the transaction. For example, if you specialize in selling bulk goods, your price per unit should go down as volume increases, at a regular and reasonable rate. A produce market that offers grapefruit at “25 cents each or four for a dollar” is sure to drive away customers. A customer may not do the arithmetic the first time he visits the store, but eventually he will note that the retailer is misusing a standard marketing device by charging the same amount for volume purchases rather than offering customers a small discount to encourage such purchases.

Similarly, the parking garage that advertises in big letters “75 cents for the first hour” and then charges 75 cents for each additional ten minutes is attempting to mislead its customers. You may park in such a place once, when you are late for an appointment and don’t have time to read the fine print on the sign carefully, but you are almost certain to go someplace else next time, even if it means parking a few blocks farther from your destination.

taken from; MARKETING WITHOUT ADVERTISING