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You are the owner of a furnishing store appealing to buyers who have a broad range of consideration sets and product requirements. How might you best price and market furniture to allow trade offs?

Maximize potential customers’ ability to research and find the prices of products you sell in your store.

Minimize potential trade-offs buyers will have to make by focusing on a very narrow consideration set.

Appeal to buyers whose self-image is tied to having a unique and highly specialized furniture.

Avoid selling product lines of furniture.

When making higher involvement purchases, buyers carefully research and compare prices. Sellers should make as much information available as possible by optimizing search engines and using other marketing strategies.

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Review: A group of new roommates has driven two hours to a popular store that sells ready-to-assemble furniture. After they finish shopping, they decide to buy a few snacks to eat in the car…

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