To reduce the price sensitivity for some of its products,Washburn uses
A)multiple suppliers for its raw materials.
B)offering three months of free music lessons with the purchase of each guitar.
C)endorsements by internationally known musicians who play Washburn signature guitars.
D)offering a lifetime unconditional warranty on all its instruments regardless of price.

Question

Quizplus · Accepted Answer

Endorsements by internationally known musicians can create a sense of prestige and exclusivity, which may make customers less price sensitive. If consumers perceive the product as being of high quality and associated with famous musicians, they may be willing to pay a premium for it. Options A, B, and D may provide added value to the product, but they do not necessarily address price sensitivity.

To Reduce the Price Sensitivity for Some of Its Products,Washburn