Decisions about price

Research is only one input into a company's decision about the price of its products. Other important factors will relate to the cost of production, profit objectives set by the organization for its products, and perhaps the overall financial health of the organization. However, price is an important determinant of whether, and how much of, a product can be sold. For this reason most organizations will want information on the price of products in the marketplace and on consumers' response to different price levels.

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