Do Entrepreneurs Succeed at The Expense Of Their Cunsumers

Yes they do.

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We all know that prices do and -- from the perspective of the business -- probably should end with nines. Why? It’s something about psychology. Or perhaps not. But whatever the reason, customers are often expected to be more likely to buy something offered for 99 cents than for $1. Still, the customer will probably hand you a dollar bill in both cases, and they probably won’t care much about the penny they get in return. The little bowl of change next to the cash register in many stores is an indication that neither businesses nor their customers care much for those copper coins.

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So does pricing really matter? It is not a major concern in most startups, and it is not subject to much deeper thought. Very often, the price on the tag is just the estimated production cost plus some margin. Or it is an amount that seemed reasonable after glancing at what competitors charge.

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