Value can be increased by increasing perceived benefits while holding price or cost constant. Question 11 options: TRUE FALSE

True

Explanation:

Value is the perception of the benefits or utility associated to consuming a good or a service in relation to the price of that good or service. This basically refers to consumer surplus, how much are consumers willing to pay for a good or service vs the actual cost of the good or service. If you increase the perceived benefits, then our consumers will value our goods or services more and this would increase their consumer surplus.

Consumers are the ones that ultimately will decide the value of our goods or services, and if they assign us a higher perceived value, they will be willing to pay a higher price for them.