myth seventeen – the lowest price wins

$2.50 beer outsells $1.80 beer One of a number of renowned studies by pricing guru, William Pound, found that: Audience 1 offered two beers chose the more expensive more often $1.80 – 20% of sales $2.50 – 80% of sales Audience 2 offered three beers chose the medium-priced option more often $1.60 – 0% $1.80…

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