Price vs. Product

Researchers have found that consumers evaluate product and price separately, according to Ks blog. Here's the explanation, and it makes a lot of sense to me:

• The consumer evaluates a product and places a pleasure value on it.
• Then the consumer evaluates the price and places a pain value on it.
• If the pleasure value is greater than the pain value, the consumer buys.

The natural conclusion, then, is that you should introduce the product first and let the buyer develop a pleasure value before you introduce price. It's a useful sales strategy to keep in mind.

Comments

[Tristessa]

Good for people to know.