The strategy of ______ appeals to consumers because it reduces their need to spend time comparing prices at various stores.

• A. High/Low
• B. Cost-plus pricing
• C. Everyday low pricing (EDLP)
• D. Value-based pricing

Answer: (C)

Everyday low pricing appeals to consumers because it reduces the need to spend time comparing prices at various stores. By maintaining consistently low prices and avoiding frequent sales, a retailer signals price reliability, making it easier for shoppers to decide without hunting for the best deal. This reduces decision fatigue and builds trust, especially among price-sensitive shoppers who want budgeting simplicity. It can also foster store loyalty since customers feel confident they’re consistently getting a fair price.

High/Low pricing relies on periodic promotions, which encourages shoppers to compare prices to catch the markdowns, increasing time spent shopping. Cost-plus pricing is an internal method based on cost plus a markup, not something that naturally affects how shoppers compare prices. Value-based pricing centers on what customers perceive as valuable, but it doesn’t inherently reduce cross-store price checking or shopping time.