A pricing tactic whereby a firm sets a high price to convey an image of high quality or uniqueness is known as what?

• A. True
• B. False
• C. It is called value pricing
• D. It is called penetration pricing

Answer: (A)

The main idea here is prestige pricing. This is a strategy where a company sets a high price to signal high quality, exclusivity, or uniqueness. By pricing higher, the product or brand is positioned as premium, attracting customers who equate price with quality or who want status through ownership. This approach contrasts with value pricing, which focuses on low prices to emphasize good value for money, and with penetration pricing, which starts with low prices to quickly gain market share. Here, the high price is the signal of premium quality, not a bargain.