Sanshodhan

The PDF file you selected should load here if your Web browser has a PDF reader plug-in installed (for example, a recent version of Adobe Acrobat Reader).

If you would like more information about how to print, save, and work with PDFs, Highwire Press provides a helpful Frequently Asked Questions about PDFs.

Alternatively, you can download the PDF file directly to your computer, from where it can be opened using a PDF reader. To download the PDF, click the Download link above.

Fullscreen Fullscreen Off


Customers should use a product's and service's premium price to determine if the product is affordable or not. However, customers also appear to use a product's and service's price as a measurement of the product's and service quality. So many empirical studies (e.g., see reviews by Monroe 1973 and Olson 1977) have shown that when customers have some uncertainty concerning a product's and service's quality, the customer often presumes that a higher product and services price indicates a higher level of quality. Some authors (Gabor and Grange 1966; Tull, Boring and Gonsior 1964) suggest these studies imply that the traditional economical treatment of price and consumer behaviour is wrong.
User
Notifications
Font Size