The concept of perceived better value relates directly to which consumer behavior?

The concept of perceived better value is primarily linked to price sensitivity, as it reflects how consumers assess the worth of a product or service relative to its cost. When consumers are faced with various purchasing options, they evaluate the benefits against the price they must pay. If they perceive that they are getting more value for the price, they are likely to make a purchase. Price sensitivity indicates how responsive consumers are to price changes; thus, if a consumer believes they are receiving greater value, they may overlook higher prices or choose it over cheaper alternatives, reinforcing the significance of perceived value in the purchasing decision.

In contrast, brand equity pertains to the value that a brand adds to a product, which influences consumer choices but does not directly relate to the immediate perception of value relative to price. Emotion-based purchasing focuses on feelings and emotional responses rather than economic calculations of value. Negotiation tactics involve strategies for bargaining and can affect price discussions, but they are not fundamentally concerned with how value is perceived in a general consumer context. Therefore, price sensitivity is the most relevant behavior linked to perceived value, making it the best choice.