How Customers Perceive a Price Is as Important as the Price Itself
Harvard Business
JANUARY 3, 2017
Price wars have broken out in consumer industries around the world. 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. Directing investments to lower prices may not supercharge sales.
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