Customer costs can be defined as anything the buyer must give up in order to obtain the benefits the product provides. Which of the following is the most obvious customer cost?

Customer costs can be defined as anything the buyer must give up in order to obtain the benefits the product provides. Which of the following is the most obvious customer cost?


a. risk that the product may not live up to the customer's expectations

b. monetary price of the product

c. time consumers spend finding and purchasing products

d. effort consumers expend to find and purchase products


Answer: b. monetary price of the product


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