How can a marketer use product quality as a pricing objective to influence purchasing decisions?
What will be an ideal response?
Some consumers are seeking less-expensive products and shopping more selectively, enabling some manufacturers and retailers to focus on the value of their products in communications with customers. Value is more than just a product's price. It combines price with quality attributes, which customers use to differentiate between competing brands. Generally, consumers want to maximize the value they receive for their money. Consumers may even perceive products to have great value that are not the least expensive, such as organic produce, if they have desirable features or characteristics. Consumers are also generally willing to pay a higher price for products that offer convenience and time savings. Companies that offer both low prices and high quality have altered consumers' expectations about how much quality they must sacrifice for low prices. Understanding the importance of a product to customers, as well as their expectations about quality and value, helps marketers correctly assess the target market's evaluation of price.
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