Strategy Odd and Even Prices and its Effect on Female Buyers

Ph.D. Julio Csar Ceniceros Angulo

Abstract: The results of this investigation confirm conclusively that psychological pricing strategy is more effective in women than in men. The consequences obtained from the sample of 300 buyers who were presented as stimulus products (condensed milk) with whole price and, even and odd, are conclusive, At first, the variables prices and consumer gender are related categorically (.0001<.05). Finally, H0 The strategy of price fixing odd and even doesnt have more effective when valid for female buyers. It is rejected (P=.0002<.05). Finally, of total number of valid cases in the sample of women (166), the proportion who selected the pricing strategy is P1=.7048. While, the total number of men (131), the P2=.4961.

Keywords: Pricing strategies, psychological prices, consumer gender