What pricing strategy involves setting prices low until a reliable customer base is established?

The pricing strategy that involves setting prices low until a reliable customer base is established is market penetration. This strategy is designed to attract customers quickly by offering lower prices compared to competitors. The goal is to gain a significant market share and build customer loyalty, which can be crucial in the early stages of a business or when entering a new market.

Once the customer base is established and the brand becomes recognizable, the business may then have the option to gradually increase prices without losing customers, as the initial low prices helped to secure a loyal following. Market penetration effectively encourages trial and adoption of new products or services, making it particularly useful in competitive markets.