We go through many phases when we decide to purchase a product. They may be conscious or unconscious phases. We examine the packaging, quality, brand, brand perceptions, price etc. etc. Even though these phases do not necessarily occur at the same time, price has an instant effect on our purchasing decisions.   In recent years a major brand conducted a survey among consumers and asked this question: “Do you give importance to price when purchasing a product?” in other words they were questioning if price was a determinant in purchasing decisions....