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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Avoid discordant pricing
Do you know your consumer’s mindset?
verfasst von : Amitav Chakravarti, Manoj Thomas
Erschienen in: Why People (Don’t) BUY
Verlag: Palgrave Macmillan UK
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Let’s take an example of two restaurateurs in New York City. One owns Café Cubano and the other owns the Fountains restaurant and bar. The restaurateurs are considering dropping their menu prices in the hope that lower prices will attract more customers. But they are concerned whether lowering the menu price will hurt the perceived quality of the food. Can menu price affect the perceived quality of food? Will lowering the price hurt food quality ratings at these restaurants?