Alex and Monica decided on a Saturday morning to have four other couples over that evening for a cookout. After they figured out how many people would be coming, they began to plan what to serve. Alex found steaks on sale at about $3.00 a pound cheaper at a store about ten miles away. Monica said, "We'll just get the meat here instead along with the other supplies. That's not enough of a savings to go there." Marketers know that customers are concerned about more than just the actual per item price. What did Monica see in the total price to counteract what seems like a very good deal?

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The Answer of Alex and Monica decided on a Saturday morning to have four other couples over that evening for a cookout. After they figured out how many people would be coming, they began to plan what to serve. Alex found steaks on sale at about $3.00 a pound cheaper at a store about ten miles away. Monica said, "We'll just get the meat here instead along with the other supplies. That's not enough of a savings to go there." Marketers know that customers are concerned about more than just the actual per item price. What did Monica see in the total price to counteract what seems like a very good deal?

Alex and Monica Decided on a Saturday Morning to Have