Definition of underprice in English:



  • 1 Sell or offer (something) at too low a price.

    ‘we try not to underprice our books, while making sure they are still a good buy’
    • ‘Bargain-hunters use book value to measure how underpriced a stock is, relative to its assets.’
    • ‘However, now more than half of the original insiders seem to think the shares are somewhat underpriced in the $85 to $95 range.’
    • ‘The food was solid, if unimaginative, and was certainly not underpriced.’
    • ‘By the late 1980s, the company had lost significant market share and had to underprice its products to keep them viable.’
    • ‘Many companies deliberately underpriced policies to boost market share.’
    • ‘People have underpriced stocks because of what they see on television.’
    • ‘Mortgage securities are being issued in record quantities, home prices are rising smartly, and the pricing of underlying credit risk is again being severely underpriced.’
    • ‘We also increased the prices at the top level after doing some research which showed that we were underpriced in comparison with other big events.’
    • ‘Too many new entrepreneurs harm their own prospects by underpricing their goods and services.’
    • ‘His logic is simple: ‘Most consumer magazines are, in my view, way underpriced.’’
    • ‘And then he comes at me by saying, ‘Well, but there are some stocks that are underpriced.’’
    • ‘The company is also expressly forbidden by legislation from underpricing its services to gain market share.’
    • ‘It may be that such a company has underpriced its products, leaving it insufficient margin to cover its fixed costs.’
    • ‘The fundamental problem is that for most people (that is, other than the genuinely poor or those facing catastrophic illness), especially the well-paid, medical services are underpriced.’
    • ‘When carriers underpriced their workers' compensation product to gain market share in the late 1990s, some carriers became insolvent.’
    • ‘The less informed investor is just as likely to bid on a ‘properly’ priced offering as an underpriced one.’
    • ‘Various studies have come to the conclusion that gold is severely underpriced.’
    • ‘Some say insurers had underpriced their policies to build market share and then, in 2002, raised rates in hopes of recouping their losses.’
    • ‘Watercolours are not understood and are therefore incredibly underpriced.’
    • ‘‘What we've had to do up to now is overprice things at the beginning, to compensate for underpricing at the end of the season,’ he explains.’
    1. 1.1Sell or offer something at a lower price than (the competition)
      ‘Wal-Mart has underpriced its traditional competitors’
      • ‘I hadn't studied my competition and I didn't know what they were charging, so I underpriced.’
      • ‘The magnitude of underpricing increased during the first month of aftermarket trading before being eliminated.’
      • ‘Firms with poor prospects are reluctant to underprice because they are not likely to have the opportunity to make this up on a second offering of equity.’
      • ‘Well, from a competitive strategy standpoint, the reader is absolutely correct; the pharma companies will not underprice themselves in the Canadian market if it threatens their US profits.’