Which of the following is a key reason why customers are more price sensitive?

Customers tend to be more price sensitive when the expense is relatively large because larger expenditures represent a more significant portion of their budget. When purchasing items that cost a considerable amount, customers are likely to evaluate their options more critically and react strongly to price changes. This sensitivity can stem from the need to justify the expenditure, compare alternatives, and ensure they are receiving good value for their money. Large expenses can lead to a heightened focus on pricing, as consumers want to avoid overpaying or wasting funds. This price sensitivity is less pronounced for smaller purchases, where the financial impact is minimal, leading customers to prioritize convenience or brand preference over cost.