What is the primary goal of everyday low pricing (EDLP)?

The primary goal of everyday low pricing (EDLP) is to build customer loyalty through consistent pricing. This strategy entails offering consumers low prices on a consistent basis rather than relying on frequent sales or promotions. By maintaining a stable and predictable pricing structure, companies can foster trust and reliability among their customers. When consumers know they can consistently get good value without waiting for discounts, they are more likely to return for repeat purchases, thereby enhancing customer loyalty.

Consistency in pricing also simplifies the shopping experience, as customers do not have to worry about fluctuating prices or temporary discount periods. This can lead to a stronger relationship between brands and consumers, as customers feel confident in what they are paying for products.

The other options focus on different strategies that do not align with the core principles of EDLP. Maximizing revenue through high prices suggests a strategy focused on premium pricing rather than customer loyalty. Increasing product variety does not directly relate to the pricing strategy itself, and attracting consumers looking for luxury items is contrary to the intent of EDLP, which targets budget-conscious customers rather than those seeking luxury goods.