I believe it can be a strategic move if you look a bit closely. Odd pricing is believed to have a considerable impact on a customer’s mind. Odd pricing is also believed to put across the impression that goods are marked at the lowest possible price because it is a belief that even prices is an outcome of the retailer rounding up the price to a whole number. Odd prices for the same reason even give an impression of honesty of a retailer. They even sketch their advertising plans highlighting the aspects of an odd price and emphasising on the money saving aspect to catch a customer’s frenzy.
You can read more here: https://www.indianretailer.com/products/offers-and-products/Odd-pricing-is-an-effective-strategy.p78/
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