Consumers generally believe that ________ is one of the most important factors in their purchase decisions.

A) promotion
B) place
C) policy
D) perception
E) price

Price is often considered one of the most important factors in consumers' purchase decisions as it directly affects their budget and perceived value for money. While promotion, place, and policy may also be considered by some consumers, they are typically secondary to price. Perception, while important, is more subjective and could be influenced by factors such as brand image and product quality.