Tail number pricing strategy
Tail number pricing, also known as fractional pricing, refers to the enterprise is aimed at the consumer's inexpensive psychology, in the pricing of commodities intentionally set a price with a certain difference from the whole number. This is a psychological pricing strategy with a strong stimulus effect.
Case: Psychologists' research shows that the small difference in the price of the tail number, can significantly affect the consumer's purchasing behavior. It is generally believed that the goods below five dollars, the last digit of 9 is the most popular; five dollars or more of the goods last digit of 95 the best results; more than a hundred dollars of commodities, the last digit of 98, 99 is the best-selling. Tail number pricing method will give consumers a kind of precise calculation, the lowest price of the psychological feeling; sometimes can also give consumers a kind of original price discount, the feeling of cheap goods; at the same time, customers waiting for the period of zero, may also be found and buy other goods. Such as a brand of 54cm color TV priced at 998 yuan, giving a person the feeling of cheap. Think as long as a few hundred dollars can buy a color TV, in fact, it is only 2 yuan less than 1,000 yuan. Tail number pricing strategy also gives people a feeling of pricing accuracy and trustworthiness. Tail number pricing method in Europe and the United States and China often take odd numbers as the tail number, such as 0.99, 9.95, etc. This is mainly because consumers have a favorable impression of odd numbers, which is easy to produce a concept of low price and downward price. However, due to the fact that 8 is harmonized with hair, the adoption rate of 8 in pricing is also higher.
Take the fat price strategy
Take the fat pricing strategy, also known as skimming pricing strategy, refers to the enterprise in the product life cycle of the input period or the growth period, the use of consumers to seek new, strange psychology, seize the fierce competition has not yet appeared a favorable opportunity to purposely set the price is very high, so as to obtain as much as possible in the short term profits, as soon as possible to recover the investment of a pricing strategy. Its name comes from skimming milk fat from fresh milk, containing the meaning of extracting the essence.
Case 1: How Kodak came into Japan, Kodak produced color film in the early 1970s suddenly announced a price cut, immediately attracted many consumers, crowded out peer companies in other countries, Kodak even monopolized 90% of the color film market. By the mid-1980s, the Japanese film market was monopolized by Fuji, which overwhelmed Kodak film. In response, Kodak conducted a careful study and found that Japanese people generally have a tendency to emphasize quality rather than price of goods, so they formulated a high-price policy to play the brand and protect the reputation, and then implemented the strategy of competition with Fuji. They developed a trading joint venture in Japan, specializing in marketing Kodak film at a price l/2 higher than that of Fuji. After 5 years of hard work and competition, Kodak was finally accepted by the Japanese into the Japanese market and became the equal of Fuji, and sales skyrocketed.
Prestige Pricing Strategy
This is a further development of the integer pricing strategy. Consumers generally have the psychology of prestige, according to this psychological behavior, the enterprise will have the prestige of the goods set higher prices than the market price of similar goods, that is, the prestige of the pricing strategy. It can effectively eliminate the psychological barriers to purchase, so that customers of goods or retailers to form a sense of trust and security, customers also get a sense of honor.
Case in point: when Microsoft's Windows 98 (Chinese version) entered the Chinese market, it was priced at RMB 1998 at the outset, which is a typical prestige pricing. In addition, for formal occasions such as suits, dresses, ties and other goods, and the service object for the president of the enterprise, famous lawyers, diplomats and other professional consumers, should be used in prestige pricing, otherwise, these consumers will not go to buy. Prestige pricing is often used integer pricing method, its high price can make the customer produce a penny price a quality feeling, so that in the purchase process to get the spirit of enjoyment, to achieve good results.
Case: such as Jinlilai tie, a listing on the high-quality, high-priced positioning, the quality of the Jinlilai tie they will never be listed on the sales, and will not be reduced to deal with the price. Give consumers the information that Jinlilai tie will never have quality problems, low-priced sales of Jinlilai is never the real Jinlilai products. Thus, the image and status of Jinlilai is well maintained. Such as Germany's Mercedes-Benz car, priced at two hundred thousand marks; Switzerland Lex watch, the price of five figures; Paris Rio Fashion Center clothing, generally priced at two thousand francs; some of our domestic boutique is also used in this way of pricing. Of course, the use of this pricing method must be careful, general stores, general merchandise, if the abuse of this method, or will lose the market.
Consumer psychology is an important branch of psychology, it is the study of consumer spending activities in the psychological phenomena and behavioral laws. Consumer psychology is an emerging discipline, its purpose is to study people in the process of life consumption, in the daily purchasing behavior in the psychological activities of the law and personality psychological characteristics. Consumer psychology is an integral part of consumer economics. The study of consumer psychology, for consumers, can improve the benefits of consumption; for operators, can improve business efficiency.