Question

How does price affect customer perceptions of the Coach brand?

Answer 1

Influence of price on customer perceptions of the coah brand

Coach is the luxury brand but the price of Coach products are lesser compared to the other luxury products brands such as Louis Vuitton, Chanel, etc. Coach has good brand awareness among the customer and sometimes due to the price, Coach is not considered as the luxury product because of its pricing. Luxury goods are always priced higher compared to the premium products and luxury brands should be expensive and that adds up to the status of the customer who owns the brand. Coach is comparatively priced lesser than the other luxury brands and this declines the brand image in the perception of the customers. Coaching is adhering to the low price strategy which hinders it from reaching the image of a luxury product. When the products are priced lesser, the genuineness and quality of the products are questioned. Coach is becoming affordable for most of them and due to less price, the products are available everywhere and it becomes the common product but not the rare one.