People feel better when they think they are getting a great bargain when they shop. Knowing this, some retailerâ€s markup items above the traditional retail price and then offer a 60 percent discount. If they had simply discounted the normal retail price by 20 percent, the resulting â€œsale priceâ€ would have been the same. One retailer says that he is just making shoppers happy that they got a great deal when he inflates the retail price before discounting.
Significantly marking up prices in order to offer â€œdeep discountsâ€ is not an unethical pricing practice per se, but it may be considered misleading advertising. The retailer is not really reducing its profits as a result of offering the sale price, even though a 60 percent discount implies a financial sacrifice on the part of the retailer for the benefit of the customer.
The situation described above could, perhaps, be considered a sales promotion that uses deception or manipulation.
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