For equity to occur, a buyer must perceive that:
A) the product or service meets expectations.
B) there is a fairness in an exchange.
C) the complete control of the product is with the marketer.
D) the locus of control of a problem is with the customer.
E) the product is beyond evaluation.

Question

Quizplus · Accepted Answer

Equity is about fairness in exchange, meaning that both the buyer and the seller should feel that they are getting a fair deal. While meeting expectations is important for customer satisfaction, it is not sufficient for equity to occur. Similarly, the marketer's control over the product or the product being beyond evaluation are not relevant factors for equity. The locus of control of a problem may affect customer satisfaction, but it is not directly related to equity. Only choice B, which emphasizes fairness in exchange, captures the essence of equity from the buyer's perspective.

For Equity to Occur, a Buyer Must Perceive That