CHOOSING PRICE LEVELS TO INCREASE SALES 17 
It is obvious that almost all of our customers buy at $10 at 
one time or another. While our average and low-income 
customers both at times buy at $5, there is no demand at 
that price from our higher-income customers, Similarly, 
there is only a partial demand at $15. While there is a 
demand at $3 and $2 5, the demand is limited, 
Experience shows that § 5, $10, and $13, in this case, are 
the points at which our full lines would be carried. It 
shows also that at $3 and $2 5 the demand is insufficient to 
warrant a full line. The tendency of the customer will be to 
go for this type of merchandise to a cheaper or to a more 
exclusive store. We shall meet and profit by this tendency 
in our bargain basement and in our de luxe departments, 
which will be described in detail in subsequent chapters.! 
The three prices, $s, $10, and $15, are the three “full- 
line prices,” and are known respectively as the “cheapest 
full-line price,” “best-selling full-line price,” “highest 
full-line price.” The three full lines at those prices are the 
“cheapest-priced full line,” “best-selling full line,” and 
“highest-priced full line.” 
The Model Stock Plan, in respect to price lines, consists of 
buying merchandise to sell at three prices for each line of 
goods.2 
The cheapest-priced Jull line is at the lowest price at which 
any class of goods can be produced and sold, provided the 
goods are of such good quality that customers will buy 
them again and again, 
The kighest-priced Sull line is at the highest price at which 
their incomes will allow the great majority of our customers 
to buy. 
wrest rin 
If your, store’s trade is not represented by $5, $10, and $1 5, of course your 
three full-line prices will vary from those used in this chapter for illustration. 
Use of a basement store to supply trade for prices less than the cheapest full 
line is explained in Chap. VI, p. 82; use of a de luxe department to supply 
Chsomers? Tequirzients above the highest-priced full line is explained in 
p. V, p. 68. oo 
It will occur to the mind of any experienced retailer that manufacturers? 
Or wholesalers’ prices are very many; that each has far more than three prices 
for a single class of merchandise ; and that many of the most desirable items may 
Jot be offered at wholesale prices that permit retailing at one of our three fuli- 
ne prices, The Model Stock Plan turns this fact to a more-total-profit 
advantage, as will be shown on D. 10.