changingminds.org

How we change what others think, feel, believe and do

| Menu | Quick | Books | Share | Search | Settings |

Contrastive Purchase

 

DisciplinesMarketing > Pricing > Contrastive Purchase

Description | Example | Discussion | See also

 

Description

When customers buy things, their decisions are often contrastive in nature. In particular, rather than evaluate a product or its price by itself, they compare these with other related items. This can include products from competitors and other products that you sell.

Example

A camera manufacturer has three cameras in a range, one $200, another $300 and a third $500. They mostly sell the $300 product.

A car sales person shows a customer an expensive car first, then a more moderately-priced one. The customer finds the moderate price a real bargain in contrast to the expensive car and buys this.

An industrial marketer creates an advert that shows their product plus plus those of competitors, with a list of prices and features for each.

Discussion

This means if you have three items in a product range, the customer will compare each product against others in the range. It is typical for the middle-priced item to be the one you want to sell most of. The cheapest item will typically be a cut-down version while the expensive version will be full-specification 'bells and whistles' version. The expensive version is typically significantly more and may be bought by people who are not price-sensitive. The cheap version will often be not much less than the middle version but customers will often avoid this as it makes them seem stingy or poor.

See also

Contrast principle

 

Site Menu

| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate |

 

You can buy books here

More Kindle books:

And the big
paperback book


Look inside

 

Please help and share:

 

Quick links

Disciplines

* Argument
* Brand management
* Change Management
* Coaching
* Communication
* Counseling
* Game Design
* Human Resources
* Job-finding
* Leadership
* Marketing
* Politics
* Propaganda
* Rhetoric
* Negotiation
* Psychoanalysis
* Sales
* Sociology
* Storytelling
* Teaching
* Warfare
* Workplace design

Techniques

* Assertiveness
* Body language
* Change techniques
* Closing techniques
* Conversation
* Confidence tricks
* Conversion
* Creative techniques
* General techniques
* Happiness
* Hypnotism
* Interrogation
* Language
* Listening
* Negotiation tactics
* Objection handling
* Propaganda
* Problem-solving
* Public speaking
* Questioning
* Using repetition
* Resisting persuasion
* Self-development
* Sequential requests
* Storytelling
* Stress Management
* Tipping
* Using humor
* Willpower

Principles

* Principles

Explanations

* Behaviors
* Beliefs
* Brain stuff
* Conditioning
* Coping Mechanisms
* Critical Theory
* Culture
* Decisions
* Emotions
* Evolution
* Gender
* Games
* Groups
* Habit
* Identity
* Learning
* Meaning
* Memory
* Motivation
* Models
* Needs
* Personality
* Power
* Preferences
* Research
* Relationships
* SIFT Model
* Social Research
* Stress
* Trust
* Values

Theories

* Alphabetic list
* Theory types

And

About
Guest Articles
Blog!
Books
Changes
Contact
Guestbook
Quotes
Students
Webmasters

 

| Home | Top | Menu | Quick Links |

© Changing Works 2002-2016
Massive Content — Maximum Speed