PMG may operate as an effective promotional tool for retailers and a valid market signal for consumers.It is important to understand how consumers process and evaluate the PMG.

• 由于最低价格保证政策是零售业者相当重要的价格工具，亦为消费者奉为参考依据之市场讯号，对其选择与购买决策影响甚钜，瞭解消费者对最低价格保证政策之评价，具有实质行销意涵。