The Canadian Girl catalogue began as a concept to introduce today's girls to girls who lived in the past.Each historically accurate doll is carefully crafted and dressed and has books to describe her life.For example,Kristen is an 1854 pioneer girl who is growing up in Manitoba.Her story begins with her long sea voyage from Iceland.The basic doll dressed in a calico dress and striped apron plus the hardcover story of how she got to Manitoba costs $90.Six more hardback books of Kristen's life are available for $74.95.Kristen's nightgown costs $20,and a matching one for the doll owner is an additional $38.Buy both together and the price is only $50.A hand-painted wooden bed and trunk for Kristen are available for $213.Shipping costs vary with the price of the merchandise ordered.
-Refer to Canadian Girl Doll.You can buy a doll at Zellers for $5.99.The high price of the Canadian Girl doll is used to promote a high-quality image.Which type of pricing strategy does Canadian Girl use?

Question

Quizplus · Accepted Answer

Canadian Girl uses a prestige pricing strategy, which sets high prices to promote the image of high quality and exclusivity. The high price of the doll reflects its historical accuracy, detailed craftsmanship, and accompanying books, which are not offered by the $5.99 dolls available at Zellers. The additional products and accessories also follow the prestige pricing strategy, as they are priced higher than comparable products in the market to convey a sense of luxury and uniqueness.

The Canadian Girl Catalogue Began as a Concept to Introduce