Why is the shopper at the Whole Foods store willing to use a different type of pricing philosophy at that store and what is their main criteria for shopping there?

Why is the shopper at the Whole Foods store willing to use a different type of pricing philosophy at that store and what is their main criteria for shopping there?



The pricing philosophy used by the shopper at Whole Foods is that they are getting the highest quality food and are therefore willing to pay more for more value. The main criteria for shopping at Whole Foods is therefore quality (and health), as customers are willing to pay more knowing they are getting the best possible product.



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