Some retailers advertise items at very low prices or even below cost just to get customers into the store.The rationale for implementing this strategy is the belief that once a customer is in the store she will buy the advertised item as well as other items at regular prices.

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Loss leader pricing is a strategy in which a retailer advertises items at very low prices or even below cost to attract customers to the store, in the hope that they will also buy other items at regular prices.

Some Retailers Advertise Items at Very Low Prices or Even