Businesses use RPM for several reasons. Firstly, it helps in maintaining a brand image by preventing retailers from undercutting each other, which can devalue a product. Secondly, it ensures that retailers have enough margin to provide quality customer service, which can be crucial for high-end or technical products. Thirdly, RPM can encourage retailers to invest in marketing and promotional activities without the fear that another retailer will lower prices and reap the benefits of their efforts.