How Customers Perceive a Price Is as Important as the Price Itself
Harvard Business
JANUARY 3, 2017
Bain & Company and ROI Consultancy Services (formerly PollBuzzer) recently surveyed almost 2,200 consumers in Atlanta and Washington, DC, about the prices at eight retail chains carrying groceries. The experience of a European discount apparel retailer illustrates the power of a disciplined price-perception program.
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