DECA Retail Merchandising Practice Exam

When should a retailer consider charging higher prices?

1. When they offer limited variety

2. When they have a broader variety and deeper assortments

3. When they only sell online

4. When they have decreased service levels

The correct answer is: When they have a broader variety and deeper assortments

Charging higher prices can be justified when a retailer offers a broader variety and deeper assortments. This advantage allows the retailer to cater to a diverse range of customer preferences and needs, which often justifies premium pricing. By providing a wide selection of products, combined with various brands and styles, the retailer enhances the shopping experience and can position itself as a specialty or premium store. Customers are typically willing to pay more for the convenience of finding a comprehensive range of products that meet their desires without having to shop elsewhere. Additionally, having a deeper assortment of products means that customers are more likely to find exactly what they are looking for, which can lead to higher customer satisfaction and loyalty. This perceived value plays a crucial role in consumers' willingness to pay more, not just for the product itself, but for the overall shopping experience that the retailer provides. In such situations, the higher prices reflect the value added through extensive choices and quality customer service, making it a viable strategy for retailers looking to increase their profit margins.