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What does 'buy on price' mean?
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Simply that you buy the cheapest available. Say you wanted a pair of jeans and the market has some at �10, M&S has their own brand at �20 and the Levis shop has Levies at �40.
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Someone might say the others are cheaper but I really want Levis because they make a fashion statement, someone else says, the Levis are good, the market ones are thin and badly made and the stictching is coming loose, the M&S ones are made well and good value so I'll get them. The person who buys on price says - the market ones are the cheapest, I'll buy them.
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