Rather than exact 10 bucks, a integer, many store keepers tend to slightly decrease the price to 9.99 bucks, or 99.95 dollar instead of 100 dollar. We often assume that by doing such thing, the customer would consider the price to be more affordable. However, this is not truly the reason why the store keepers cut the price; well then, what is the real purpose in the very first place? Rather than exact 10 bucks, a integer, many store keepers tend to slightly decrease the price to 9.99 bucks, or 99.95 dollar instead of 100 dollar. We often assume that by doing such thing, the customer would consider the price to be more affordable. However, this is not truly the reason why the store keepers cut the price; well then, what is the real purpose in the very first place?