This paper describes the experiment conducted in order to support or reject the hypothesis that the effect of the odd pricing technique depends on the gender of the customer. Analysis of the recent studies in the field of customers’ price perception and, more narrowly, the odd-even pricing, failed to formulate the mutually shared point of view on the problem: whether the odd pricing effect exists or not? Empirical evidence from one group of researches prove this effect is significant while other group of researches prove the opposite. |
