Price Perception is more important than price. Retailers invest a lot of money in price, but customers' perception of price is what makes them buy. OC&C's research shows that while many retailers are effective at managing customers' perception of their price, there are at least as many where customers have an unduly adverse perception. 

OC&C has carried out extensive research in five countries (France, Germany, the Netherlands, United Kingdom and the United States) examining how customers perceive the price position of retailers.

Click here to download the full report of our main conclusions and the three key factors that are critical to the health of any retail business.

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