Katherine was shopping for a new pair of sunglasses. While in The Bay department store in the shopping center, Katherine visited the optical department. Here she found a pair of Oakley brand sunglasses that she considered very attractive. However, the price of $225 was more than she expected to pay for sunglasses and asked the salesperson why the glasses carried such a high price tag. The salesperson informed Katherine that the $225 ensured her of the finest quality glasses featuring ultra-strong titanium frames and specially formulated lenses, which would protect Katherine from all harmful UV and blue light. Finally, the lenses would offer optimum optical clarity, and the glasses would "look great" on Katherine. The salesperson was attempting to help Katherine realize the value offered by the Oakley glasses by:
A)creating a price/cost/benefit equation.
B)comparing the features of the glasses to those of other glasses.
C)creating a value analysis for Katherine.
D)comparing the ratio of perceived benefits to the price of the glasses.

Question

Quizplus · Accepted Answer

The salesperson is comparing the perceived benefits (quality frames, formulated lenses, UV and blue light protection, optical clarity, and great appearance) to the price of the glasses in order to emphasize their value to Katherine. This is a comparison of perceived benefits to price, which is the strategy behind option D.

Katherine Was Shopping for a New Pair of Sunglasses