It is about the Psyche
Another strategy is psychological pricing. When the consumer wants to see the prices to be fair, after they are set at a certain level, that is when this is put into use. The most common practice is to set a price at an odd figure. For instance, if the price is USD 9, it is set to USD 8.95; rather than USD 30, it is made USD 29. This has a psychological impact on the consumer.