Question

Firms are unable to calculate accurately how much customers would be willing to pay for any set of activities because the willingness to pay often depends
a. heavily on intangible factors.
b. on perceptions.
c. on multiple parties, such as intermediaries.
d. on intangible factors and on perceptions.
e. on intangible factors, perceptions, and multiple parties

Answer 1

Answer:

e. on intangible factors, perceptions, and multiple parties

Explanation:

Firms are unable to determine accurately how much customers are willing to pay because of intangible factors like taste, preference, and cultural beliefs that are hard to guage.

Also consumers make decisions based on perception of value they will derive from a product.

Finally multiple partners play a role in customer decision, where there are multiple choices in the market consumers have wide variety to choose from.