A few days later the brand manager asks to speak with you again. He says, $"$We have received market research indicating that our high price point might signal to consumers that this is a luxury product. It was never our intention to position the product as such, but we are one of the highest priced products in this category. I would like you to evaluate how having our customers view our product as a luxury product might impact their decision to purchase."

You must evaluate how consumers may react to buying a product they might consider a luxury using motivational conflicts as the basis of the analysis.

What is your analysis of the pricing situation?