As price comparison sites may lead you to believe that many product categories are now commoditised, it’s important to understand that it’s price perception that matters. A great research doc from McKinsey focuses on which factors, other than price, make up value perception and influence the ultimate decision to purchase. It’s great to see that the art of selling is still very much required.
https://www.mckinseyquarterly.com/The_value_proposition_in_multichannel_retailing_2800
