Product market stakeholders include a firm's customers.The principal concern of this stakeholder group is:

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The principal concern of a firm's customers, who are product market stakeholders, is obtaining reliable products at the lowest possible price. This is because customers seek value for their money and are unlikely to continue doing business with a firm if they consistently receive poor quality products or high prices. While maximising the firm's return on investment and increasing profitability are important goals for a firm, they are not the primary concerns of the customer stakeholder group. Providing a stimulating career environment for employees is a concern of the internal stakeholder group, not the product market stakeholders.

Product Market Stakeholders Include a Firm's Customers