What is Msrp?

Manufacturer Suggested Retail Price. (MSRP)

is a manufacturer's recommendation to its authorised retailers regarding the selling price of a product. 

It is a price suggestion. MSRP is not a mandatory price point. Retailers have the flexibility and final say to set their final selling prices based on market factors, operating costs and desired profit margins. Second, it ensures brand consistency. Manufacturers set MSRPs to maintain a consistent price image across sales channels. This helps create a baseline expectation for consumers.