How price can communicate the position on the quality spectrum?
Armed with a price comparison, a customer can draw conclusions about the nature of the brand choice. Which is the ‘cheap and cheerful’ basic product? Who offers the standard version? Which is the premium player?
The UK wine retailer, Oddbins, implies a link between price and quality: the search facility for standard wines on its website www.oddbins.co.uk offers three options:
less than £5.00
£5–£10.00
over £10.00
There is a theory among tailors that the pricing of bespoke men’s suits coincides with the pricing of bottles of wine, only with two noughts added at the end. An £8.00 bottle of Chablis could be compared with a luxurious lightweight, £800.00 designer suit. Just as you would ...
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