Pricing strategies at GIM and Ginstar computers

Pricing Misconception

The two stores whose pricing strategy has been looked at here are GIM Computers and Ginstar Computers, both located Downtown Atlanta, with the varying prices for their computer related products. The computer related products were picked for this case study since their specifications are easier to match to the last detail hence an easier comparison of the prices.

The five products selected are Seagate 1TB hard disk,

Product

GIM Computers price ($)

Ginstar Computers price ($)

Seagate 1TB hard disk

Internal Floppy drive

External Floppy drive

Microsoft windows 7 professional

GIM Computers.com and Ginstar Computers Inc. website.

Customer-based pricing

From the pricing trend seen above, it is apparent that the two businesses are engage in the customer-based pricing strategy. They have the customer needs and way of thinking in mind and specifically employs the psychological pricing as a sub-set of customer-based pricing strategy. This is bearing the unusual price points that are detected in their price tags. For instance the $15.99 and $9.99 for the internal floppy drives and the other products as well, are price tags that are meant to break some perceived price barriers among the clientele. These are clients who would rather buy an item for $9.99 that $10 thinking the latter is a bit too much. This pricing strategy makes the client believe the item is cheaper that it actually is and is intended to attract clients looking for 'value'.

Competitor-based pricing