MBA 404 A3 - Part 6.pdf - Price Consumers use price as an important extrinsic cue and indicator of product quality or benefits(Gupta 1988 Marketing

MBA 404 A3 - Part 6.pdf - Price Consumers use price as an...

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6 Price Consumers use price as an important extrinsic cue and indicator of product quality or benefits. (Gupta , 1988 ) Marketing specialists take price and product specialty as critical variables for decision making to affect the product evaluations and purchasing behaviour of potential customers. (Chang & Wildt , 1994 ) In case of consumers’ positive relationship between product quality and the price, consumers tend to compare the product’s price with alternative
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