What pricing objective focuses on increasing the number of customers in the market?

The pricing objective that focuses on increasing the number of customers in the market is market penetration. This strategy involves setting a low initial price for a new product or service to attract a larger number of customers and gain substantial market share quickly. By offering a lower price than competitors, a company can entice consumers who might otherwise choose other brands, thereby facilitating rapid sales growth and enabling the business to establish a foothold in the market.

Market penetration is particularly effective in crowded markets where competition is fierce, as it can help differentiate a product based on price rather than features or brand prestige. This approach can also create habitual buying patterns among consumers, further solidifying a company's customer base.

In contrast, other options like price skimming involve initially setting high prices to maximize revenue from early adopters before gradually lowering them. Brand loyalty relates to building customer commitment over time, and cost recovery focuses on recouping the costs associated with product development or marketing rather than on the number of customers per se. Each of these strategies has its specific objectives, but market penetration is uniquely aligned with increasing the overall customer count in the market.