Your friend, Lisa Ryan, is opening a smoothie shop that will sell a variety of smoothie drinks in the $5 to $7 price range. When you ask her if she was worried that the steep price of smoothies might encourage prospective customers to buy a soft drink or a sports drink instead of her product, Lisa says, “You’re 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 Lisa in response to her question?