HAFIZ ABDUL HAYE BAKHTIASP17-BBA-054Namrah AshrafLHR TP 67972026-01-072020https://repository.cuilahore.edu.pk/handle/123456789/368The aim of this chapter is to give comprehensive and detailed background of the study which is abstracted from different authors, books and research articles to focus on the selected topic and better understandings of the concepts. The goal is to update the reader with latest and up to date literature. It contains different conceptual definitions, theoretical conceptual framework and empirical literatures.enNamrah AshrafSP17Department of Management SciencesManagement SciencesMULTIPLE PRICING STRATEGIESCONSUMER BUYING BEHAVIORThesis