Customers usually have a lower price threshold below which prices signal inferior or unacceptable quality, as well as an upper price threshold above which prices are prohibitive and the product appears not worth the money.

Question

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This is a common observation in consumer behavior research. Customers tend to have a range of acceptable prices for a product or service, and prices outside of this range are considered either too low (and therefore of low quality) or too high (and not worth the money).

Customers Usually Have a Lower Price Threshold Below Which Prices