Sellers using an EDLP pricing strategy often communicate their strategy through the creative use of a reference price.

EDLP Pricing

A pricing strategy where a company sets consistently low prices for all its products without running short-term promotions.

Reference Price

The price against which buyers compare the actual selling price of the product and that facilitates their evaluation process.

Strategy

A comprehensive plan or set of actions designed by an individual or organization to achieve specific long-term goals.