Final answer:
The associate should address the customer's concern professionally, acknowledging the comment and offering to provide information about the store's pricing strategy or promotions.
Step-by-step explanation:
The best way for the associate to respond when hearing a customer say that the prices in the store are very high is to address the customer's concern in a professional and empathetic manner. The associate should acknowledge the customer's comment and offer to provide information about the store's pricing strategy or any current promotions that may be available. For example, the associate could say, 'I understand that prices are an important factor in your decision. We strive to offer high-quality merchandise at competitive prices. If there's anything specific you're looking for, I'd be happy to help you find the best value.'