WITH regard to last week's Marlow Free Press article about the price of lager (£3.60 a pint) at The Inn on The Green in Cookham Dean, there is a more general point to be made.
Sellers, when queried about a price which the customer deems excessive, generally say that cause is something like increased costs, exceptional service or fine surroundings.
Actually, a seller invariably charges a price he believes the customer is prepared to pay, although he will not admit this.
This is known in marketing circles as "pricing on what the market will bear" and is, of course, perfectly legal.
There is, therefore, a much more obvious and effective method for the disgruntled customer than complaining to the media.
Simply refuse to buy the product at the price asked. If sufficient customers do this they will be surprised at how quickly the price comes down!
Michael A Lee
Bovingdon Green
Marlow
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