The power of the customer grows if they have an easy time switching from one company to another. The increasing clout of customers is altering how they interact with brands when picking which good or service to buy. Consumers may decide how engaged they want to be at each touch point along their route to buy thanks to digital technologies and a wealth of information sources.
Customers have the ability to affect both the price and the number of things sold. Strong purchasers might negotiate on volume, switching prices, or alternative products. The buyer-seller relationship is also impacted by price sensitivity.
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