stayEconomic TheoryIn, price sensitivity is expressed as customerdemand elasticityFunction, that is, the product caused by price changesrequirementChanges.Because the market has a high degree ofDynamicandUncertainty, such quantitative data can not be directly used for formulationmarketing strategyAnd sometimes mislead enterprisesbusiness strategy, while studying consumer pricesConsumer psychology, understand consumer price sensitivityinfluence factorIt can enable enterprises to take more initiative in marketing activities, and also has more practical significance.
The product is the carrier of transaction between consumers and enterprises. Only when consumers think that the product is worth the money, can the sales of products be realized.The product's own characteristics affect consumers' perception of price. Branded, high-quality and unique products often have strong pricescompetitive edge。
The more substitutes, the higher the price sensitivity of consumers. The fewer substitutes, the lower the price sensitivity of consumers.Substitutes refer to products that can meet the same needs of consumers, including products of different types, competing products of different brands, and products of the same brand at different prices.The price war of mobile phones, computers and VCDs is due to too many substitutes.
2、Importance of products
The more important the product, the lower the price sensitivity of consumers.When the product isnecessityConsumers are not sensitive to the price of this product.SarsIn the early days, in a southern city, a bottle of ordinary edible vinegar could sell for hundreds of yuan;This principle is also applied to some products whose components are very expensive.
3、Product uniqueness
The more unique the product, the lower the consumer price sensitivity, the more popular the product, and the higher the consumer price sensitivity.Uniqueness can bring premium. New products often have uniqueness, so manufacturers often set a high price when launching new products, and further reduce the price when similar products appear.In the IT industry andPharmaceutical industryThis kind of behavior often occurs.
4、What is the purpose of the product itself
The wider the use of the product, the higher the consumer price sensitivity, the more specific the use, and the lower the consumer price sensitivity.A wide range of uses means that consumers can meet a variety of needs, so price changes are more likely to causerequirementChanges.
The switching cost is high, the price sensitivity of consumers is low, the switching cost is low, and the price sensitivity of consumers is high, because when the switching cost is low, consumers can have more product choices.MoveUnicomMost users are unwilling to switch to the Internet becausephone numberIt has become a private property of individuals. Changing the number may break their social network, especially for business people.
The easier the product price is compared with other products, the higher the consumer price sensitivity, the more difficult the comparison, and the lower the consumer price sensitivity.In the supermarket, the labels of the products are clear at a glanceSimilar productsMake it easier for consumers to compare prices. At this time, attractive prices can trigger consumers' purchase impulse.
7、brand
The more loyal consumers are to a certain brand, the lower their price sensitivity to this product, because in this case, the brand is the decisive factor for consumers to purchase.Consumers often think that high-end well-known brands should charge high prices. High grade is a symbol of identity and status, and has higher pricesproduct qualityandService quality。brand positioning It will directly affect consumers' expectations and perceptions of product prices.
marketing strategy
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The company often uses price adjustment to guide the sales of productsProduct strategyIn terms of channel strategy,Price strategyIt is more direct and effective.
1、Price range
The range of price change andBase priceThe higher the proportion of, the higher the consumer sensitivity, and the lower the proportion, the lower the consumer price sensitivity.Weber Feiler's Law shows that customers' feelings about price are more dependent on changingRelative value, notabsolute value。For example, for a bicycle, reduce the price by 200Yuan HuiIt is very attractiveLimousineA reduction of 200 yuan will not attract too much attention from consumers.This law also has an important enlightenment: price changes within the upper and lower limits will not beConsumer attention, and beyond this range, consumers will be very sensitivePrice ceilingIt is easier to be accepted by customers to raise the price a little at a time than to raise the price at a time. On the contrary, it is better to lower the price below the lower limit at one time than to reduce the price slightly several times in succession.
Set a reference price for consumersContrast effect, psychologically affect consumers' perception of price fairness.The reference price is usually used asConsumer evaluationproduct pricerationalityThe internal standard ofPrice strategy。Impact ReferencePrice formationThe most important factors ofFair price, the price of Loyalty brandsimilar productOfaverage price, recommended price, price ranking, highest priceExpected priceThese factors can be directly measured in currency.There are also some intangible factors that can affect the formation of reference prices, mainly includingcorporate image、Brand value、Shopping environment, shopping place and public praise.When the company has a variety of products, the setting of the reference price is more meaningful. For example, setting the price of a product or a service higher can increase the reference price of the entire product line (service category), while other products (services) appear cheaper. Sacrificing this high price product (service) can increase the sales of low price products or services,So as to improve the overall profit of the company.
3、Promotion
Increasing the sales of products by reducing the price often makes an immediate impact, but too frequent price promotions will increase the price sensitivity of consumers, making consumers have a desire to buy only when the price of products is reduced.National advertising can reduce consumers' brand price sensitivity becauseNational advertisingThe established brand value is higher, and consumers are more likely to associate high value with high quality.In store advertising can improve consumers' brand price sensitivity because it is easier for consumers to compare prices.The promotion of goods in kind can reduce the price sensitivity of consumers, because goods in kind are more likely to arouse consumers' interest and make consumers feel that they have "taken advantage".
4、Skillfully use numbers
Psychological researchIt shows that bad numbers will have different psychological effects on consumers.Odd numberMantissa pricingIt has been used by many manufacturers. If the price includes decimal places, consumers think it is a "reasonable" price that manufacturers have accurately measured. Consumers often feel that the price at the end of odd numbers is much lower than the integer price that is actually only a little higher. For example, consumers think that 49 yuan is much cheaper than 50 yuan.Data shows that when the price of products in the store drops from the integer price to the price with decimal places, the sales volume will increase significantly.For daily consumer goods purchased frequently, odd numbers should be usedMantissa pricing, for infrequently purchasedDurable goodsEven numbers should be used as mantissa pricing, because odd numbers imply economy, and even numbers imply prestige.Psychologists point out that when the price ends with "99", the product can attract consumers' attention;When the price ends with "8", it means symmetry and gentleness, which also means "hair" in China;When the price ends with "7", it means clumsy and harsh;When the price ends with "6", it means smooth and accessible; when the price ends with "5", it means happy.Consumers also have different reactions to price changes. For example, manufacturers reduce prices from 89 to 75 or 93 to 79. Although the amount of decline is the sameConsumer feelingGroup II(From 93 to 79) The price drops more, because consumers compare prices from the first number first, and only when the first number is the same will they compare the following numbers in turn.
Individual factors
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For the same commodity or service, some consumers think it is expensive, some consumers think it is cheap, and others think the price is reasonable. This difference in price perception is mainly caused by consumersIndividual characteristicsDue to different reasons, individual characteristics include both individual demographic characteristics and individual psychological differences.
1、Consumer's age
The younger the consumer, the lower the price sensitivity. The older the consumer, the higher the price sensitivity.The elderly are quite sensitive to price because of their price memory, especiallyDisposable incomeAn old man who is not tall.For teenagers, especially the new generation born after the 1980s, they are less sensitive to the price of commodities because of their parents' favor.
The richer the consumer's product knowledge, the more rational the purchase, and the lower the price sensitivity, because consumers will use professional knowledge to judge the value of products.The less product knowledge consumers have, the more sensitive they will be to price changes, especially fortechnical contentOrdinary consumers only regard price as the quality of relatively high goodsJudgment criteria。
3、Proportion of product price in customer consumption
The higher the proportion,consumer price The more sensitive and the lower the proportion, the less sensitive the consumer price is.High income people have moreDisposable income, so it is insensitive to the price of most commodities, andLow income group, often sensitive to price.
4、Consumer expectations for price changes
The higher the expectation, the higher the price sensitivity, and the lower the expectation, the lower the price sensitivity, because the expectation of price changes affects consumers'Consumption plan, ConsumerBuy up, don't buy downIt is just this kind of psychology.
5、Consumers' perception of cost
Comparison of consumers' perceptions of paid in costsopportunity costIs more sensitive.The paid in cost is regarded as the loss of the property already owned, while the opportunity cost is regarded as the potential gain of giving up, because consumers are often unwilling to take risks when recognizing a benefit. This psychology of consumers has important implications for some home appliance enterprises. For example, although a home appliance product has the advantage of electricity saving,However, it is not as good as the same kind with more discounts and high power consumptionProduct salesBe quick.
Price is not a decisionConsumer purchase behaviorThe only factor ofPurchase DecisionIt depends more on the comparison between the product value and the cost paid. It will happen only when the value is not less than the cost paidpurchasing behavior Among them, the value obtained includes product valueservice value 、People valueandImage valueThe product price is a comprehensive reflection of these values.The costs includeCost of money(Product price)Time cost、Physical cost, psychological costs andEnergy cost。The perception of value and cost is very different for different customers, even a customer's perception in different situations is not[1]Same as.
