Psychological pricing strategies and innovation: Impacts on the productivity of micro and small companies in the context of the ALI Program in the RMR/PE

Abstract

This article investigates the criteria and impacts of psychological pricing as a strategy to encourage the purchase of products or services. The study focuses on fashion retail companies in the Metropolitan Region of Recife (RMR/PE), during the first cycle of the ALI Productivity Program, adopting a qualitative-quantitative approach. The initial and final measurements were compared to evaluate the productivity gains resulting from the implementation of psychological pricing. The results reveal a significant increase in sales volume, indicating that even the intuitive application of this strategy can be effective in improving the economic performance of participating companies. This study contributes to the understanding of the mechanisms by which psychological pricing can influence the competitiveness and sustainability of fashion retail companies today.