Chapter 13 reading was quite interesting, since it talked about the pricing concepts. We, consumers, are the main target when it comes to pricing a product for sale. The section of the reading “legal and ethical aspects of pricing” made me reflect back at my past purchases in stores that use a deceptive price advertisement strategy to attract consumers like me. It is very common to find store with the “buy 1, get the 2nd 1/2 of the price” deal. This strategy is commonly used in clothing stores. Clothing stores are always updating their catalogue. Fashion trends change all the time and so do the clothes in the stores. The “buy 1, get the 2nd one 1/2 of the price” deal is most commonly offered when a new catalogue is coming soon. Stores try to sell as much inventory as possible and offering consumers this kind of deal is a way of reducing inventory. They encourage consumers to buy as much as possible by giving them discount according to the number of clothes they buy. However the discount is only applied to the least expensive clothes.

Another pricing strategy in clothing stores is giving more discount as more items are purchased. They set a minium purchase amount criteria in order to apply the discount and basing on that, as more someone spends, the more discount they receive. I think this is a clever strategy, since consumers think that they are getting a good deal by buying more. Many times consumers buy more clothes just to receive more discount. This strategy makes consumers tempted to buy more, since they believe they are paying less for more clothes. As a consumer, I remember how this pricing strategy made me confused about the clothes I was buying. When you start selecting the clothes you want to buy in order to receive the discount, you realize that the pricing strategy has in fact tricked you. You will receive a greater % of discount as you buy more, but you will also need to pay more for the amount of clothes purchased. As seen, these pricing strategies are very effective in grabbing consumers’ attention and persuading them to spend more than they expected.