Buyers are less price sensitive the more they value the unique attributes of the offering from competing products. This is precisely why marketers expend so much energy and creativity trying to differentiate their offering from that of their competitors. Heinz ketchup, for example, developed a secret formula for making its product thicker and was able to increase its market share from 27 to 48 percent while maintaining a 15 percent wholesale price premium. The Volvo automobile has a reputation as the safest car, an attribute many find desirable and are willing to pay a premium to acquire (not just in price but lower fuel economy and performance).