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A certain manufacturer sells a product to the distributor at 10% profit. Then the distributor sells it to the dealer and the dealer sells to the retailer at a mark up of 10% and 20% respectively. The retailer marks up his cost by 20% and then offers a 10% discount to the customer. If the customer had bought it from the distributor directly at the distributor’s selling price, then how much reduction in price would he have got with respect to buying it from the retailer?