Price Endings in Asia

Download the PDF Version 


  • This ‘Pricing for Researchers’ newsletter is a review of an article that looks at price endings in Asia and how they differ from price endings in the U.S. market.
  • The paper is titled ‘Price Endings in Asia’, and is written by two researchers at York University; Roger Heeler and Adam Nguyen.

The Research Purpose:

  • To understand:
    1. Whether the proven popularity of the digits 0 and 9 for price endings transfers to Asian countries.
    2. If any other price endings, besides the digits 0 and 9, have a higher incidence in Asian culture.
    3. Why, if any, of the aforementioned differences occur. 

Research Method

  • Online prices were collected from retailers in the U.S., Hong Kong, Singapore, Malaysia, China, and Japan.
  • Cultural differences were adhered to as to which digit in the price was viewed at the “ending” of the price, as it differed by country.


  • Similar to the U.S., in China the rightmost digit is considered the “ending digit”, whereas in Hong Kong and Malaysia it is the rightmost non-decimal digit. However, in Singapore it is the second rightmost digit that is viewed as the price-ending.
  • The research found that while 0 was still a popular price ending, the digit 8 was a more frequent price ending than the digit 9, specifi cally in Japan, Malaysia, China and Hong Kong.
  • In the US, the digits 0 and 9 were used, 43% and 37% of the time as price endings, respectively. On average in Asia, the digit 8 was used 18% of the time as a price ending vs. 8% of the time in the U.S.
  • The second finding shows that prices ending in 8 were much more common in the Asian market than in the U.S.
  • The reason for the differences in these countries is the digit 8 has a positive association.
  •  In areas where Cantonese is the dominant language, (Hong Kong, China, and Malaysia) the sound of the digit 8, is similar to the sound for the word “multiply”.
  • In Japan, the symbol for the number 8 is similar to the shape of a mountain, signifying growth.
  • In Singapore, where there was less prevalence of the digit 8, Mandarin & English are spoken more than Cantonese.
  • The last finding was that for categories including gifting, hosting, good wishes, etc, there was more of a dominance of the number 8. The digit 8 was seen 3.3 times more often in Hong Kong restaurants compared to other categories.

Practical Implications

  • When conducting a global pricing research study the signifi cance of price-endings and local culture cannot be underestimated.
  • Setting your price so it ends in the digit 8 can be more appealing to an Asian market that has positive cultural associations with the number, especially if your category is in the restaurant and hospitality segment.
  • By understanding your customers’ perception of price based on the ending digit, you will be better equipped to find a price point that is appealing to them to maximize your revenue.


way 2 spy on her phone app cell phone spyware good morning america spyware search and destroy for android tablet link spyware on phones how its installed cell phone mobile spy app comparison cell spy pro torrent remive spyware from iphone spy2 track gps by phone number can mobile mobile spy espanol spymobile sms how to spy phone does my husband want to cheat smartphone spy software android i spy surprise mobile employee computer monitoring software cell phone monitoring jobs tapping a cell phone without touching it spy on conversation w iphone press cell phone spy stores in edmonton site Блог о креме для женщин