Quality,features,and style mater more than price for items that the customer sees as different and wants to inspect.

Question

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Heterogeneous shopping products are items the customer sees as different and wants to inspect for quality and suitability. For heterogeneous shopping products, quality, features, and style matter more than price. In fact, once the customer finds the right product, price may not matter as long as it's reasonable.

Quality,features,and Style Mater More Than Price for Items That the Customer