Perceptual incongruity occurs when achieving the goals of either the supplier or the retailer would hamper the performance of the other.

Question

Quizplus · Accepted Answer

Perceptual incongruity refers to the differences in the perceptions between suppliers and retailers regarding the value or performance of products or services, not necessarily that achieving one's goals would hamper the performance of the other.

Perceptual Incongruity Occurs When Achieving the Goals of Either the Supplier