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Ria refused to buy an insulated lunch box for ?1200 as she felt that the real worth of the product was much less than its monetary value. Identify the factor related to pricing decision being described in the given case.

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Ria refused to buy an insulated lunch box for ?1200 as she felt that the real worth of the product was much less than its monetary value. Identify the factor related to pricing decision being described in the given case.






 
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