Qing, Teo Kar; Mas'od, Adaviah; Sulaiman, Zuraidah; Chin, Thoo Ai; Zakuan, Norhayati
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021)
Reference price is defined as the price assumption needed to pay by customers by referring to the actual price of the products. Reference price can be appeared in terms of internal (memory-based) or external (stimulus-based). ...