This tail pricing strategy according to psychological analysis and market research statistics show that: in the minds of consumers, 4.9 yuan and 5 yuan, 9.9 yuan and 10 yuan, 38 yuan and 40 yuan comparison pricing, in the rational understanding of the time, these prices are the same thing; but in practice, the consumer's psychological response to these prices is still not the same, they believe that 4.9 is cheaper than 5 yuan, 9.9 yuan is cheaper than 10 yuan, 38 yuan is cheaper than 40 yuan. dollars, 38 dollars is cheaper than 40 dollars. Therefore, in response to the different psychological responses of consumers, the pricing of food and beverage products should follow certain requirements, there are usually odd and even two tail pricing method.

For the odd-numbered pricing method, foreign restaurant companies use more. A survey of 242 restaurants in the United States showed that 58% of the menu prices ending in 9, 35% of the menu prices ending in 5, 6% of the prices ending in 0.

American psychological surveys show that: the price of the dishes below $ 7, its price usually ends in 9, so that consumers think that catering companies intend to give them a 1-cent discount, such as a dish priced at $ 3.99, customers will think that the actual price of the dish is $ 4, a discount of 1 cent. The price of more than $ 7 $ 10 dollars below the price of food and beverage products usually end in 5, in order to make consumers think that the catering business gave them 5 cents discount, because the price of high dishes should have a larger discount. Of course, some foreign consumers may consider prices ending in 9 to be a sign of a cheap catering business that is incompatible with their status and position. Therefore, prices ending in 5 are more likely to satisfy the consumer psychology of such customers. If the price of a catering product exceeds 10 dollars, a trailing zero is also common.

And for the even-numbered pricing method, China's catering enterprises use more. According to the business experience of China's catering enterprises, Chinese consumers dining Figure auspicious, and therefore more likely to accept 6, 8 and other more auspicious numbers, therefore, catering enterprises in the specific pricing must fully consider these auspicious numbers. For example, Hong Kong Yuping Xuan Seafood Restaurant's promotion menu has the following content: exquisite small dishes from 38 yuan, steamed big eastern star-spot each 380 yuan, ginger and scallion fried meat crab He 500 grams of 48 yuan, raw and fierce Australian lobster per 50 grams of 8.8 yuan, white seared Kei Wei shrimp He 50 grams of 3.8 yuan.

Tail number using 6 and 8, in Hong Kong, Macao, Taiwan and Singapore are also used, especially 8 and "hair" resonance, there is the interest of wealth, in line with the Chinese people "to get lucky" habits.