Michael buys electronic items from the closest retail store because he doesn't think there is much of a difference between brands. This is an example of:

Question

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Michael's belief that there is little difference between brands indicates that he perceives them as having parity, meaning they offer similar benefits and features. This can be problematic for brands as it makes it difficult for them to differentiate themselves and develop a unique positioning in the market.

Michael Buys Electronic Items from the Closest Retail Store Because