Pricing Case Study: The Power of Seller-Supplied Thresholds

Price thresholds drive what customers consider to be acceptable and preferred prices. Marketers can establish these thresholds to influence buyer behavior.

When I searched for “What should a good bottle of wine cost?” on Google, the first item that popped up was a Food & Wine article written by “someone who buys wine for a living.” The expert’s advice is clear:

“Your real wheelhouse for value [for wine] happens at about $15 to $25. That's where you can really find great value from people that really want t…