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There are children with mother who can only afford lower price products just to save some money in buying the shoes for themselves or the children. They spend time on looking at the price and examine the comfortableness of the shoes rather than looking at the style. In our observation, many of the adult customers would glance at the price first and pick up their desired preferences of shoes to try it on if the price is acceptable...

In our observation, many of the adult customers would glance at the price first and pick up their desired preferences of shoes to try it on if the price is acceptable. In Payless Shoes, the price is an important concern to the consumer who chooses to shop at there. For the convenience in looking and comparing the price, each of the shoe boxes is attached with a big yellow tag which shows a large discounted price with a crossed original price...

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