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    Consumer Behaviour Study Set 4
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    Exam 1: An Introduction to Consumer Behaviour
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    In a Survey Designed to Measure People's Willingness to Pay
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In a Survey Designed to Measure People's Willingness to Pay

Question 98

Question 98

Multiple Choice

In a survey designed to measure people's willingness to pay for fair-trade coffee, researchers found that most coffee drinkers were willing to pay an average price premium of:


A) 10 percent.
B) 20 percent.
C) 30 percent.
D) 40 percent.

Correct Answer:

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