Integrate Risk Lowering Strategies

People, on average, don't want the lowest price. You can verify this fact by noticing that not everyone drives a Ford Focus or a Hyundai. Did you know that in a given supermarket, Coke and Pepsi combined outsell the store brand cola by a margin of about 12 to 1? And unlike cars, there just isn't that much difference between a Coke and a Big K Cola. No, people don't want low price - they want low risk.