French study proves customers still enticed by clever pricing.
Placing a 99p at the end of a price tag is a familiar ruse employed by retailers to convince consumers they're getting a bargain.

However, a new study has revealed that the tactic is still as effective as ever in encouraging people to spend.

French researchers found that adding on a 99p instead of rounding up the pound still sways a vast number of shoppers.

The study showed that lowering the price of pizza from €8 to €7.99 boosted sales by 15%.

The saving is minimal and many experts wonder exactly why customers are so enticed by the 99p effect.

One theory from Dr Jane Price, psychology lecturer at the University of Glamorgan, is that shoppers tend to focus on the bigger denomination, highlighted by the pound sign, rather than the pence and therefore believe they are getting better value for money.