Consumers determine value of the product on the basis of the opportunity cost to buy the product.
Opportunity cost – in macroeconomic theory, the opportunity cost of one activity is the loss of value or benefit that would be incurred by engaging in that activity, in comparison to engaging in an alternative activity offering better return in value or benefit.
When the consumers calculate the value of product, they look at the benefits and then subtract the cost to see if the benefits exceed the costs.
Therefore the consumers determine value of product on the basis of opportunity cost to buy the product by doing cost benefit analysis.
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