Sublime

Lighter category buyers often only know the bigger brands, which means these brands compete with few, if any, other brands for initial retrieval or subsequent selection. Therefore, modifications only have a minor effect on bigger brand response levels. However, buyers of smaller brands tend to be heavier category buyers. These heavy category buyers

Behavioral pricing is the magic that happens when value pricing meets irrational customer psychology.

Very few category buyers have negative opinions about brands, but also few category buyers have very positive opinions.

Doing product configuration right means you design a product with the right features for a segment—that is, just the features customers are willing to pay for.

varying price sensitivities.

Or you could skimp on promotions because you've chosen a premium strategy (like Apple). Or you might do something in between. The most important aspect of promotional reactions is to decide early which principles you will base them on.

when faced with a choice between a brand they know and one they do not know, buyers prefer the known brand (Hoyer and Brown 1990; Macdonald and Sharp 2000).

In a marketplace of me-too offerings, people don’t seek features and benefits so much as tribal identity.