Bella is a discount furniture store. Most of the items in the store are overstock and hence tend to be more inexpensive than other furniture. Recently Bella started to display the manufacturers' suggested retail price next to the price it charges to show the savings. Bella is using a strategy.

Reference Pricing

Explanation:

Reference pricing strategy refers to a pricing mechanism whereby the products are priced slightly lower than competitor's products.

When such a pricing strategy is followed, the store owners provide heavy discounts to the buyers to encourage sales.

In the given case, the store deals in discounted furniture. Bella displayed manufacturer's suggested retail price so as to let buyers know of the savings they shall make upon purchase.

Such pricing of goods at a heavy discount thereby showing savings, indicates reference pricing strategy being followed.

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