Pricing is very telling - it sends tales of quality, reputation and entrepreneurial creativity to the markets and customers
Consistent branding and product quality deserve consistent pricing. If price reductions or worse: price wars, are used as a measure to attract more buyers the battle is already lost. Consistent prices are a branding element and communication vehicle that spells out the health of a company. Price consistency might also mean to lower the price on an outgoing product while replacing a new one at same price levels.