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Regulation of Pricing under the Consumer Protection Act, 2019 Pricing is an important element of the marketing mix because it directly affects consumers, competition, demand and the profitability of businesses. In a competitive market, sellers generally have the freedom to determine prices, but this freedom is subject to laws that protect consumers from unfair and deceptive pricing practices. The Consumer Protection Act, 2019 provides a comprehensive framework for protecting consumers against unfair trade practices, misleading representations and exploitation in the marketplace. The Act seeks to ensure ___ ________ ___ ____ _________ _____ _____ ________ _________ _______.
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