Your friend, Marco Rodriguez, is opening a smoothie shop that will sell a variety of smoothie drinks in the \($5\) to \($7\) price range. When you ask him if he worries that the steep price of the smoothies might encourage prospective customers to buy a soft drink or a sports drink instead of buying this product, Marco says: “You are right. This is a real concern I have.

Is there anything I can do to discourage potential customers from making such a choice?” What information would you provide to Marco in response to this question?