Marketing researchers evaluate consumer variables such as perception, motivation, values, and beliefs to predict buyer behavior patterns.

Access the Bose website to view their products and then discuss the following questions:

• What makes the SoundDock Portable iPod docking station worth $388 when similar products by competitors cost much less?
• Demonstrate how a consumer might evaluate such a purchase. What decision rules might be used?
• What strategies might a different product (name the product) use to educate the consumer as to the value of their product?