Describe "customer incentive to purchase" and explain how a supplier firm can take action to increase it

What will be an ideal response?

Customer incentive to purchase captures the likelihood that a prospect will buy a supplier's product. It can be measured as value minus price. Thus, a supplier firm can increase it in three ways: 1) it can increase the value of its offering by adding product features or services at no extra charge, 2) it can reduce its price, and/or 3) it can add product features or services while simultaneously reducing price.