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In the near past, the competition among the businesses has been immense which has increased the importance of pricing function in any organization. Now companies are very cautious about the pricing policies and there is a great emphasis on defining the pricing efficiently not only to increase the market share but also to get the competitive advantage. Pricing is considered as the basic function of marketing in which companies invest heavily to attract and retain the customers. And after all these efforts, losing these customers is a great loss to the companies. Therefore, there is a great need to first, identify the factors that cause the company to enter into the price war...
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