However, when it comes to price, it has been seen that customers have become less price sensitive and give more importance to quality and fitting, and brands ensure this. Also, lingerie has become more of a commodity which is purchased by a customer in every 4 months on an
average. And on a commoditized product, customers exercise less bargaining power. Therefore, bearing the above points in mind, the bargaining power of customers is not that high. If they’re given products of good quality, they would happily buy without much concern.
However, when it comes to price, it has been seen that customers have become less price sensitive and give more importance to quality and fitting, and brands ensure this. Also, lingerie has become more of a commodity which is purchased by a customer in every 4 months on anaverage. And on a commoditized product, customers exercise less bargaining power. Therefore, bearing the above points in mind, the bargaining power of customers is not that high. If they’re given products of good quality, they would happily buy without much concern.
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