Price Comparison Sites
Websites (Confused.com, MoneySuperMarket) comparing prices of competitors.
Real World
When MoneySuperMarket lists car insurance quotes side-by-side, insurers like Direct Line feel pressured to lower premiums, reducing their ability to compete on brand reputation alone.
Exam Focus
Link price comparison sites to price elasticity — they increase consumer price sensitivity, which is essential context for any pricing strategy question.
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