What might be a consequence of using promotional pricing?

• A. Long-term profitability
• B. Increased customer perception of value
• C. Pressure on competitor pricing
• D. Potential devaluation of the product

Answer: (D)

Using promotional pricing can lead to a potential devaluation of the product because frequent discounts and lowered prices may signal to consumers that the product is not worth its original price. This perception can diminish the brand's overall value in the eyes of consumers, leading them to expect lower prices in the future or to question the quality of the product. Over time, if customers become accustomed to purchasing items at a reduced rate, it can erode the perceived value of the brand and result in challenges in maintaining price integrity. This scenario can be particularly damaging if the promotional pricing is not a temporary strategy but instead becomes a regular practice.