Affordable Quote by Andre Calantzopoulos
“Innovation, in the minds of people, cannot be something extremely cheap. If you are an average person and you hear that something that is much better than cigarettes comes to the market at the cheapest possible price, you'll not trust it. This is the reason we didn't initially manufacture in China, because you need to create that credibility. Over time you need to make the products available and affordable to different categories of people.”
About This Quote
Source Interview: Business Strategy Discussion, 2020
People distrust products that seem too cheap; credibility requires perceived value, so pricing must balance affordability with trust.
In simple terms: Cheap can seem untrustworthy; price signals quality.
Key Takeaway
Build trust before lowering price.
Themes
trust
pricing
consumer perception
branding
Mood
skeptical
analytical
Type
business
marketing
When to use this quote
- Launching new health product
- pricing in emerging markets
- building brand credibility
Key Concepts
Value signaling
market entry strategy
price elasticity
Questions to Reflect On
- How can a brand convey quality at low cost?
- What signals build trust beyond price?
A Different Perspective
Low price may undermine credibility.
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