According to author Jay Levinson, when consumers in the furniture industry rated factors affecting their purchase decision, ________.
A) price was the ninth most important variable
B) price was not deemed to be a critical or relevant variable in the purchase decision
C) price was by far the most important variable
D) price was the second most important variable

Question

Quizplus · Accepted Answer

Jay Levinson, in his discussions on marketing strategies, particularly in the context of Guerrilla Marketing, highlights that consumers often rate factors other than price as more significant in their purchasing decisions. In the furniture industry, this insight is reflected by the fact that price was ranked as the ninth most important variable, suggesting that other factors such as design, quality, brand reputation, and customer service play a more crucial role in influencing consumer choices.

According to Author Jay Levinson, When Consumers in the Furniture