Capita 11 ze on Untqueness 



The special quality in fruits and vegetables already men- 

 tioned is only one unique aspect of the roadside market. The road- 

 side market offers shoppers an exciting and pleasant change from 

 the hustle-bustle of the busy supermarket. The shopper may be 

 attracted to the personalized service, friendly comments and sug- 

 gestions, and general atmosphere of the market. The wide variety 

 of gadgets, novelties, and decorative home furnishings adds a di- 

 mension to the shopping experience not generally available. The 

 roadside market is the perfect excuse for a Sunday drive or evening 

 diversion. 



These unique characteristics are important to the pricing pol- 

 icy of the roadside market. These qualities clearly put the road- 

 side market in a class by itself. 



Things to Remember About the Consumer 



That consumer--the fellow you hope will pay the price you're 

 asking--is a very interesting creature. For instance, even though 

 he complains bitterly about the prices he pays, he remembers prices 

 of only a few frequently purchased items. And even when they come 

 with a very specific purchase in mind, they are easily influenced 

 to buy more than they came in for. As a matter of fact, about two- 

 thirds of all purchases are decided at the point of purchase. 



Consumers, being human, have a real need for recognition. 

 They like to enjoy their shopping experiences. Yet they like to 

 think they are very thrifty and price-conscious. They like to 

 have an excuse for going to th.e roadside marLet--to save money. 



These facts about consumers give us clues to establishing 

 prices. They can beattracted to your market by low prices but 

 also be influenced once there to consider many other products. 



can 



The Volume Side 



Low prices on good quality merchandise has proven a very effect- 

 ive way of attracting customers. It may actually pay to offer at- 

 tractive merchandise at a price so low that it does not cover its 

 full cost--just to attract customers into the market. The idea is 

 that once people are in the market they can be enticed to purchase 

 other merchandise not on "special" and the net result will be a 

 higher dollar profit for the market. 



