It should also be notable that it is not necessary to shift purchases to buy cheap products whose quality is poor. This means that there are other factors that will encourage customers to shift their purchases rather than prices (Dawes, 2004). There are products, which can be made cheaper but are inaccessible.

In this case, customers may be encouraged to buy them but due to their inaccessibility, the move will be inappropriate. This will be the same case for the customers who believe that cheap is expensive in the sense that they better buy high quality products at higher prices (Campbell, 2002).  For instance, in the case of cars, a customer may be attracted by cheap prices but buy products of low quality, which will wear out very soon.

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