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Joelle bought a new Coach purse for herself as a birthday present. She had never spent that much on a purse, but decided it was

Joelle bought a new Coach purse for herself as a birthday present. She had never spent that

much on a purse, but decided it was worth it because it was so elegant. This demonstrates

how a customer's perception of

can influence buying behavior.

exchange

competition

place

utility

value

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