Final answer:
Option C, asking the customer if they are looking for an affordable option or a luxury model, is the most effective way for a sales associate to determine a customer's price considerations in a car dealership setting.
Step-by-step explanation:
The direct answer to the question about what a sales associate should say to determine a customer's price considerations is C. "Are you looking for an affordable option or a luxury model?" This open-ended question is effective because it prompts the customer to discuss their budget and preferences without presuming their spending capacity.
While the other options focus on the prices and features of the cars, option C hits the mark by inviting the customer to share their price considerations directly. Statements about the pricing in comparison with competitors or the supposed status of the cars being the most expensive in town do not facilitate a dialogue about the customer's own budget constraints or preferences. An open-ended question allows for a two-way conversation and provides the sales associate with valuable information on what the customer is really looking for, whether it be affordability or a luxury model.
Understanding that customers enter showrooms with different expectations and levels of market information, the way a sales associate initiates a conversation can significantly impact their ability to match the customer with the right vehicle at the right price. Encouraging customers to express their needs in their own words is crucial, as evidenced by the example involving Marvin's decision-making process when purchasing a car under conditions of imperfect information.