The manufacturer's suggested retail price, also known as MSRP for short is the price a producer recommends to sell at. This can refer both products that have an official list price from retailers but are not necessarily always available on shelves - such as electronics- or items where it doesn't matter what they cost because everyone wants them anyway (like fashion).

When a sluggish economy results in lower sales, retailers will mark down their items to gain an advantage over competitors and get consumers into stores. While price-insensitive shoppers can still buy these discounted products at full cost (or close enough), those with tighter budgets may choose not purchase them unless prices are significantly reduced further than what's being offered now.

MSRP directly affects sales and their results, so a special Priceva software was created that avoids manual data entry and helps in creating pricing for retailers. This is very useful when dealing with the complex pricing system that retail stores face in today's market.