When you go grocery shopping to different stores in your neighborhood, you notice that there are negligible differences in the prices of brand name items. Yet, most people develop a preference for a particular store. Consider your decision to patronize a particular store:
Required:
a. Is your preference (i.e., the decision to choose one store over others) affected by price considerations (assuming you only buy brand name items)?
b. List three qualitative considerations that are relevant to your choice.