# Prof. Anindya Ghose on e-tailers' pricing strategies

1 Faculty News January 25, 2015 ![Business Standard logo](/sites/default/files/styles/246w/public/assets/images/con_030844.jpg?itok=cpxrraGq)>

Excerpt from [Business Standard](http://www.business-standard.com/article/pf/navigating-the-online-shopping-minefield-115012500810_1.html) -- "'Such a marketing gimmick is a kind of price obfuscation strategy. It is a baiting tactic to lure price-sensitive customers to their store in the hope of converting them. But such practices are counterproductive in the long run for retailers. They will never be able to establish a loyal customer base using such opaque pricing tactics,' said [Anindya Ghose](http://www.stern.nyu.edu/faculty/bio/anindya-ghose), professor of IT and marketing at New York University's Leonard Stern School of Business."

[Read more](http://www.business-standard.com/article/pf/navigating-the-online-shopping-minefield-115012500810_1.html)