Pricing is probably the trickiest part of retailing. Certainly, it is not as simple as it may appear. You want shoppers to perceive they are paying a fair price for the products they purchase but fair price may have different meaning to different shoppers.
What is the role of the store? The convenience of the location and hours, the quality of the products and all of course the packaging. All pricing strategies must be evaluated and the advantages and disadvantages of the various pricing options.