PEOPLE HAVE MANY ways of judging value for money, but most of us will tend to judge by comparing with other similar products. Since price is also used as a surrogate for judging quality, people often simply go for the middle price—they tend to assume that the cheapest product is probably not very good quality, and also that the most expensive one is too luxurious or not good value for money. This creates a problem for companies with two products in their range—which one will customers go for?
Continental AG is a German-based vehicle tire manufacturer. It has a very substantial share ...
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