Read the choices in table 1 and 2 and based on your preferences discuss the main questions given at the end.

Table 1

Coffee Shop	Positioning/Marketing	Price
A	The leading brand of coffee shop heavily advertising on TV for 20 years well known and recognized	$5.30
B	Coffee shop makes authentic coffee beans from Brazil and Ethiopia Best coffee in the town	$5.00
D	A coffee shop that gives ALL profits to charity.	$4.60
E	Local Coffee shop help support the local community	$4.30
F	A coffee shop not known of any reasons or does not have positioning	$3.20

Table 2

Brand of Formal Shoes	Positioning/Marketing	Price
A	The leading brand of Shoes heavily advertised on TV for 20 years well known and recognized	$199
B	Imported high quality shoes from Italy	$170
D	A shoes brand that gives ALL profits to charity.	$155
E	Local shoes brand help support the local community	$140
F	A shoes brand that is not known for anything specific and does not have positioning	$89

Task:

First think about your preferences and reasons by answering the following three questions

• Which would be your most preferred coffee shop? (assume that they are all located close to your home/office).
• Is your preference predominantly based on positioning/marketing or price?
• How does your preference with respect to coffee shop compare with your preference regarding shoes? Why?

Then, based on the above questions, discuss the following in 100-120 words:

To what extent is price the only aspect of consumers perception of value? Compare the two product categories/brands in your response.