| 10/26/2009
THE TENNESSEAN
NASHVILLE MAN'S PIZZA DREAM TAKES 20 YEARS TO RISE
After two decades, a local entrepreneur is finally seeing his product on local grocery store and convenience store shelves. MARK RATCHFORD, assistant professor of marketing at Vanderbilt University's Owen Graduate School of Management, said selling products to students can encourage parents to buy the product, but cautioned that the company should consider the perception that follows products sold at discount stores and in vending machines.
"There's sort of a perception things bought there are cheap," Ratchford said. "You don't want to create a low-quality perception because of the channels you are selling through."
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