The consumer is not naive.
Customers are more educated and more aware than ever before.
They have more options from which to choose. Many business owners comment that their customers only do business with them because they have low prices. They go on to say that service is really not that important, because once a competitor lowers his price, the customer is gone. They conclude that there are only loyal customers left, and it does not matter what a business owner offers. Nancy Staton more Staton columns Price is an issue that concerns many consumers, and price can be used to get them in the door.