What price means or communicates to customers-Whether the price moves the customer closer to purchase and the degree to which the price enhances satisfaction with the purchase experience and product

Module 14

Customer’s Interpretation & Response
•Customer Interpretation
•What price means or communicates to customers
•Customer Response
•Whether the price moves the customer closer to purchase and the degree to which the price enhances satisfaction with the purchase experience and product
•Customers’ interpretation and response are influenced by their assessment of value
•They evaluate product attributes, benefits and status associated with the product