To maintain a proper image.
To encourage shoppers not to be overly price-conscious.
To be perceived as fair by all parties (including suppliers, employees, and customers
To be consistent in setting prices.
To increase customer traffic during slow periods.
To clear out seasonal merchandise.
To match competitors' prices without starting a price war.
To promote a "we will not be-undersold" philosophy.
To be regarded as the price leader in the market area by consumers.
To provide ample customer service.
To minimize the chance of government actions relating to price advertising and antitrust matters.
To discourage potential competitors from entering the marketplace.
To create and maintain customer interest.
To encourage repeat business.