This week's Kroger supermarket ad offered 2 one-half gallon cartons of Mayfield ice cream (normally $3.99 a carton) for $5 for a limited time only. The supermarket chain is using which of the following strategies for pricing its ice cream?
A) a single-price strategy
B) cost-plus pricing
C) price lining
D) leader pricing
E) penetration pricing

Question

Quizplus · Accepted Answer

Leader pricing is a strategy where a product is sold at a low price to draw customers into the store with the hope that they will purchase other items at regular prices. In this case, Kroger is using a low price on Mayfield ice cream as a draw.

This Week's Kroger Supermarket Ad Offered 2 One-Half Gallon Cartons