Nine-ending Pricing in Retail Sector: From the Customer’s Point of View, Is It a Meaningful Discount or Deception?

Fractional pricing policy has been implemented by the retailers in many countries of the world since the beginning of the 20 th century. The basic assumption of that pricing policy is the idea to increase the sales by changing consumer perception. Nine-ending pricing is one of the extreme implementations of the fractional pricing. The aim of this paper is to determine how the nine ending pricing policies, whose effects on sales are controversial and differ from country to country, affect the consumers who live in Turkey. For this purpose, the data collected from 792 subjects through a questionnaire were analyzed by using chi-square and Kruskal Wallis statistical techniques. The results indicate the fact that nine ending or round prices don’t change consumers’ purchase preference and further to that they have negative attitudes against nine-ending pricing