All people want is to purchase things that have more value than what they paid. The bigger the difference between the value and the price, the easier the sale is to close. People want to buy wholesale. They want to buy in large quantities— look at the success of places like Sam’s Club or Costco, where people pay a fee to get what many think are better prices. People want to buy clothing “on sale.” Why? Because the perception is they are saving money— the value exceeds the price.
It’s part of our nature to want to pay less but receive the highest quality products. “Going out of business” sales are great places to find value; the companies don’t care anymore whether they are making a profit. Yet some companies have used this ploy year after year and apparently, somehow make a profit. My point is we all want to be assured that we are getting value for our buck.