Customers are likely to be less price sensitive when:
A) the greater the total expenditure.
B) the greater their share of the cost.
C) the greater the significance of the end benefit.
D) the easier it is to compare prices.
E) None of the above.

Question

Quizplus · Accepted Answer

Customers are less price sensitive when they perceive a greater significance of the end benefit. In other words, if the product or service provides a high level of value or benefit to the customer, they will be less concerned about the price they have to pay.

Customers Are Likely to Be Less Price Sensitive When