The value of goods is the most direct factor affecting price

When there is an oversupply of goods in the market, prices will decrease accordingly

On the contrary, when the supply of goods is not in demand, the price will increase accordingly.

Market competition is an important factor that affects companies' price setting

According to different market competition conditions, companies should adopt different pricing strategies

The impact of product cost on price is that cost is the minimum limit for enterprise pricing

Only when the price of goods is higher than the cost can the company make profits and continue to operate.

Due to the influence of price psychology, many times, consumers are willing to buy products with better packaging and higher prices. For some cheap products and processed products, the greater the discount, the more consumers feel that the quality is not good, and the less they dare to buy. , this is the embodiment of the psychological function of price

The analogy function of consumer self-awareness is that commodity prices not only reflect the value of the commodity, but also reflect the social psychological value to a certain extent.

Consumers are self-aware of comparison functions, which mainly include socioeconomic status comparisons, cultural comparisons, and life interest comparisons.

Self-awareness is based on meeting social needs and self-realization, and pays more attention to the social symbolic meaning of commodity prices than your psychological functions.

The price of goods is affected by the relationship between supply and demand, so it has the function of regulating demand

When the price of a certain commodity rises, people are nervous about purchasing and believe that the price may rise, which stimulates their psychological desire to shop; conversely, when the price of a commodity drops, consumers expect the price of the commodity to continue to fall. psychologically, you will have a wait-and-see mentality and will not buy the product for the time being.

The habitual psychology of price refers to the habitual understanding of commodity prices formed by consumers due to multiple perceptions of prices during repeated purchases.

When companies adjust prices, they must consider consumers’ habitual price psychology and be cautious about price increases.

Sensitivity psychology is the extent to which consumers react to changes in commodity prices.

Usually, in the early stages of product price increases and decreases, consumers react strongly and will double their purchases or become resistant. However, as time goes by, consumers' psychological endurance will gradually increase and they will become less sensitive to price increases or decreases. Not sensitive

Tendency psychology refers to the consumer's attitude of rejecting or accepting the price of the product during the purchase process.

Feel confidence and rationality, consumers’ perception of product prices

Compare apples to apples

Same price comparison

Appearance comparison

Service comparison

Consumer's economic income

Consumer Price Psychology

Features of the product

urgency to consume

advantage

shortcoming

advantage

shortcoming

Advantages: Make consumers feel that the price is reasonable and easy to accept, which is conducive to maintaining the stability of consumption.

Disadvantages: Consumers are generally highly sensitive to price changes of such goods. Therefore, price adjustments for such goods should be very cautious. Once the price is raised, it will destroy the long-term consumption habits of consumers and make consumers switch to Buy other items

Advantages: The clever arrangement of numbers makes consumers feel that the price is low. For example, ¥99.9 will feel cheaper than ¥100.

Disadvantages: Don’t set the price too complicatedly, otherwise the effect may be counterproductive.

The integer pricing strategy is exactly the opposite of the mantissa pricing strategy. It is based on the psychology of consumers' demand for certain products with particularly high or low prices.

High-priced goods can be easily remembered by consumers and meet the needs of consumers' social status.

For low-priced goods, the change can be reduced in sales, giving consumers the feeling of cheap prices.

The purpose of this pricing strategy is to use low prices to attract consumers to purchase goods or repeat purchases of cheap goods

While purchasing, consumers purchased other products at normal prices, such as discounted products often launched by supermarkets and special dishes launched tomorrow by restaurants.

This pricing strategy is generally adopted by companies with higher reputations and famous brand products with higher reputations.

The purpose is to satisfy one part. The need for consumers to display symbols of their social and economic status satisfies a psychological need to show off.

This strategy is for merchants to give consumers a discounted price on the basis of the original price, so that consumers can fully satisfy their psychology of buying cheap goods, and can effectively encourage consumers to buy goods, and even make continuous purchases.

A company sells the same product or service to different consumers at different prices

Enterprises set different prices for products and services in different locations

Enterprises set different prices for products and services in different seasons and periods.

Consumers’ psychological reactions to price increases

Consumers’ psychological reactions to price cuts

price increase strategy

price reduction strategy