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)comparing the features of the glasses to those of other glasses.
B)comparing the ratio of perceived benefits to the price of the glasses.
C)creating a value analysis for Katherine.
D)creating a price/cost/benefit equation.

Question

Quizplus · Accepted Answer

The salesperson was comparing the benefits that the glasses offered to the perceived value of their price. By highlighting the features that set the Oakley glasses apart from other brands, such as their specially formulated lenses and strong titanium frames, the salesperson was trying to help Katherine see that the price was justified by the benefits she would receive from the glasses. This demonstrates the use of the perceived value pricing strategy, which involves setting a higher price for a product that is perceived as having exceptional value in the eyes of the consumer.

Katherine Was Shopping for a New Pair of Sunglasses