United States
Under earlier U.S. state Fair Trade statutes, the manufacturer was able to impose a fixed price for items. These fixed prices could offer some price protection to small merchants in competition against larger retail organizations. These were determined to be in restraint of free trade. Many manufacturers have adopted MSRP — a price at which the item the manufacturer suggests the item be priced by a retailer. The term "suggested" can be misleading because in many cases, this MSRP is extremely high compared to the actual wholesale cost, opening the market to "deep discounters" who are able to sell products substantially below the MSRP while still making a profit. The discount stores benefit from exorbitant MSRPs because the discount offered increases the perceived value to customers..
Read more about this topic: Suggested Retail Price
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