Similarly, the Olay Total Effects product was being newly
introduced to the marketplace, so consumers did not have a good idea of what to expect.
But surprisingly, when Olay's price was increased to $18.99, both
groups, and particularly, the department store shoppers' intentions to purchase shot up to levels higher than the $12.99 price.
At the low price level, a fair number of mainstream consumers who shopped in grocery or
drug stores expressed interest in Olay, but the prestige shoppers who purchased it in department stores
were not as responsive.