Perception has a way of creating value in ways that, when honestly assessed, don’t make a lot of sense:
- A latte costs $48 a gallon, on average
- A gallon of Smoothie King (Gladiator) smoothie costs $36.76/gallon (not including tax)
- A cup of regular coffee costs $31.57/gallon, on average
- It’s about $4/glass for soda at a restaurant, an average of $25.60/gallon
- A gallon of Aquafina water could cost you at least $35.91, on average
The above list consists of items that most American’s consume on a daily basis, without thinking twice.
Today, the average cost of a gallon of fuel is $3.19.
I am not a proponent of rising fuel costs, especially since I personally can’t figure out how the government is producing more oil than ever and prices are still over $3/gallon.
However, I would like to challenge the perception.
Marketing departments have done a fantastic job at creating a high perceived value in our minds for packaged products. It seems that Exxon, Chevron, BP and the like, could stand to do some of their own marketing to win consumers over to their undervalued product. Until then, we’ll continue to live in a culture that values a gallon of coffee more than a gallon of gas.
Marketing influences. Perception pays the bills.
