cash price
Refers to the price when paying in cash, as opposed to credit or installment payments.
If you buy at the cash price, it will be cheaper than paying in installments.
現金価格 is a more common synonym for 'cash price'; 現金正価 is less frequent and may carry a nuance of 'fair/regular cash price'.
Compound of 現金 (cash) and 正価 (net price; regular price).