Value can be defined as a customer's subjective assessment of benefits relative to costs in determining the worth of a product. Which of the following would not be considered a cost associated with purchasing a product and determining its value?
a. the time consumers spend to search and find desired products
b. benefits received in exchange for the product
c. the monetary cost of the product
d. the amount of effort consumers spend to identify the right product to purchase
Answer: b. benefits received in exchange for the product