When a store such as Dollar Tree is presented to the public, many can not help but wonder why every consumer is not lined up outside their door. With such a great value on each and every single item presented, what would stop anyone from shopping at dollar tree. This introduces the idea concepts of motivation, ability, and opportunity. Every consumer shops for a different reason and has different goals for each shopping trip they take. Even though the Dollar Tree franchise may be available and affordable for almost every consumer, does not mean that it guarantees everyone's business.
Some may think that every consumer is motivated by price when they shop. Many believe that every consumer is constantly on the hunt for the lowest price possible in order to mean their needs, but this is simply not the case. When shopping every consumer goes through the process of motivated reasoning. Through motivated reasoning, each consumer is able to reach the conclusion of what they want to purchase and why. 
Dollar Tree appeals to consumers that are motivated by price and convenience. This store provides the unique opportunity to find all different kinds of products for a guaranteed amazing value. As mentioned before, Dollar Tree is available to every consumer. There is no entry level fee, no monthly membership, every thing in the store is priced as stated with no catch. Some establishments provide low costs and offers with the price of a monthly or annual membership fee, but not Dollar Tree. With Dollar Tree you are guaranteed the low price of $1 items, but not nessicarily guaranteed the reliability of your product.
When people shop it is typically because they are familiar with the brand, and like the item that brand produces. In this case however, you are giving up the ability to have top brands at you fingertips, in order to have the opportunity to buy similar products at a low price. This idea definitely does not appeal to everyone, and sometime is not sustainable for the company itself. In this past year of 2021, Dollar Tree announced the increase in price for a majority of their products. What used to be a store where everything is $1 dollar, is now a store where just about everything is $1.25.
This change had to be made from financial standpoint, because the current prices at Dollar Tree were no longer sustainable and quite frankly hurting the company. Even with a 25% increase in price, Dollar Tree is still available to every consumer and appeals to those who are motivated by such a low valued price. Cause at the end of the day, its just another 25 cents.
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