Question: Changing importance weights is difficult because importance weights reflect customers' personal values. the retailer has to include a wide range of fair trade merchandise. the

Changing importance weights is difficult because
importance weights reflect customers' personal values.
the retailer has to include a wide range of fair trade merchandise.
the retailer needs to improve performance on all benefits.
many customers make purchases based on a single attribute.
it involves the addition of a new benefit.
Changing importance weights is difficult because importance weights reflect customers' personal

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