A study by AT&T found that many potential consumers do not use its long-distance services because they perceive rates to be too high. AT&T should
A) ignore this market segment.
B) reduce actual prices.
C) appeal to "price" shoppers.
D) change consumers' subjective prices regarding its services.

Question

Quizplus · Accepted Answer

AT&T should focus on changing consumers' perceptions of its prices, as the issue is with perceived rates rather than actual rates.

A Study by AT&T Found That Many Potential Consumers Do