Abstract: Nine-ending prices led to increase the amount of purchasing of women-customers. In order to generalize this effect in a new business context, an experiment was carried out. Two hundred and forty-one customers were tested in the cheeses department in a grocery. In half of the cases, the products were proposed with a nine-ending price (i.e. 1.99 €) whereas they were proposed with a zero-ending price (I. e.: 2.00 €) in the other cases. Results showed that nine-ending prices led to increase the mean purchase amount of the customers.