Smarter Pricing: How to capture more value in your market

Men don’t read price tags

At the retail level, there are gender differences in price behaviours. Paco Underhill (2000) in his book Why We Buy, noted that men are markedly more reluctant to inspect price tickets or ask for prices than female shoppers. For low-cost items, they may buy irrespective of price. For high-ticket products aimed at masculine buyers, where price is an important factor in the purchase decision, bold price labelling is necessary. This can be seen, for example, in consumer electronic products. If they cannot readily see the price, they may well walk away.

Older people, whose eyesight is less effective than younger people, may be unable to read small print price tags. Likewise, seeing low-contrast black print on red labels ...