Udemy logo

product line pricingA lot of businesses use product line pricing. If you are entering into the world of business, you will likely need to know what product line pricing is and how it is used. If you are just starting out, you might want to consider an introductory business course so you can get more information. However, if you are simply a consumer, this information can be helpful to you as well.

What is Product Line Pricing? The Five Common Strategies

Whether you realize it or not, you have likely seen an example of product line pricing. It is the process that retailers use to separate goods into various cost categories creating different quality levels in the minds of their customers. Product line pricing is more effective when there are ample price gaps between each category so that the consumer is well informed of the quality differentials. There are five common product line pricing strategies – captive pricing, leader pricing, bait pricing, price lining, and price bundling. There will be examples with each type of strategy.

Captive Pricing

The idea behind captive pricing is that a company will have a basic product that they sell at a low price or given away for free. However, in order to receive the full benefit of the item they received, they have to buy additional products. The company might lose money on the base product, but they make a fairly good profit on the additional products. Captive pricing works best when there are no other products of similar quality available in the same price range. You can take a business analytics course to help better understand business performance.


Leader Pricing

The idea behind leader pricing is to generate store traffic. The items used to get customers into the store are known as loss leaders. When customers come into the store to purchase the loss leaders, they usually end up purchasing extra items at full retail price. The retailer makes their profit off of the unplanned purchases bought with the loss leaders. You can learn more about the basics of business, including pricing, with The Business Plan.


Bait Pricing

This type of strategy is usually viewed as unethical and sometimes illegal, but retailers will still use it. It involves advertising something at a very low price to entice a consumer, but the item is usually offered with a limited supply. Sometimes the company does not even actually possess the item. The customer will then come into the store to purchase the advertised item then find the exact item is out of stock. They will then be encouraged to purchase a similar, higher-priced item that is available in store. A process known as “bait and switch,” in which the advertised product usually has to be specially ordered, is often considered illegal.

Bait pricing isn’t always shady or illegal. Just proceed with caution to make sure you’re being fair and honest with your customers.


Price Lining

Price lining is a strategy retailers use when pricing different items at one specific price point. The items are usually at a different level of quality or have different features. This strategy usually makes it easier for a retailer to buy specific products, predict what their profits will be, and market to a certain consumer.


Another type of price lining involves a line of products released by a company that are all similar in most ways but offer extra features. Each version of the item will have a different price to emphasize the versions. A good example of this would be Apple’s iPads. The basic iPad with wifi and limited storage costs $499. The next iPad is one with 4G and the same limited storage, but it costs somewhere around $150 more. The prices continue to rise as you go down the line of products.

Bundled Pricing

Products that have several different options or accessories available are sold using bundled pricing. Instead of a consumer having to purchase each item separately, the items are packaged together and priced as one item. This is usually at a discount than what it would have been priced at when purchasing each item separately.


Some retailers will also use a strategy known as unbundled pricing. This is similar to bundled pricing except done in an opposite manner – each item purchased separately will cost less than purchasing a bundle. A good example of unbundled pricing are desktop computers. While you can purchase a desktop computer with bundled hardware, accessories, and software, if you’re interested in specific hardware or software, it could save you money to purchase each price separately. For example, a bundled gaming computer could cost anywhere from $4,000-$12,000. However, a savvy consumer will be able to build their own gaming computer for anywhere from $2,000-$9,000 depending on features wanted versus features bundled.

No matter what type of business you own, make sure you do some testing and analyzing of your pricing to make sure it is working well with your customers.

If you’re interested in learning more about business marketing, you can take this online course.

Page Last Updated: February 2020

Top courses in Pricing

Smart Marketing with Price Psychology
Andrew Luttrell, Ph.D.
4.6 (2,832)
Price to Profit: Psychology & Science of Pricing
Dr. Mohammad Habibi | 31,000+ Enrollments Worldwide
4.9 (710)
Price and Pricing Strategies
Dr. Muhammad Tahir Jan
4.4 (115)
How to Price Consumer Products (FMCG/CPG)?
FMCG Academy
4.5 (4,520)

More Pricing Courses

Pricing students also learn

Empower your team. Lead the industry.

Get a subscription to a library of online courses and digital learning tools for your organization with Udemy Business.

Request a demo