A clothing store asked for help from GPS Marketers to improve their marketing in the hopes of boosting sagging sales. GPS met with the store managers to determine what they saw as challenges and then did some market research to compare similar stores, costs, and customer perceptions. They found that the store did well when it came to the price and quality of its items, but customer perception of service was very poor. Customers indicated that clerks and managers were extremely slow to respond, and they left the store feeling frustrated and often didn$$t go back. The managers believed that as long as they had low costs, customers would continue to shop at their store. How could it help the store to recognize that buying decisions are affected by other things besides money?

Understanding that price isn$$t typically the most important factor in a buyer$$s mind could help the store know how to intentionally bring price rather than customer service to the forefront of marketing efforts.

Taking price sensitivity into account would help the store understand the psychology of consumer behavior and tailor marketing tactics accordingly.

Focusing on customer service over price frees marketers from the burden of figuring out how to maximize profits to focus instead on more enjoyable aspects of marketing.

Recognizing the importance of life currencies such as frustration would allow the store to understand what its consumers value in a shopping experience and improve its brand$$s value to consumers accordingly.