4.2.2. Product price value
The majority of participants believed that consumers do not gain good price value from department stores because of high mark-ups. However, a few did believe that they could gain price value there because of sales and promotions.
In contrast, the majority of the participants claimed that they gain price value at mass merchandisers. Many of them expressed that they shop at mass merchandisers for everyday household needs or inexpensive solutions because of the price value.