How Customers Evaluate a Price
Mark Dresdner of Stratapult Advisors Exposes Eight Factors Influencing Customers’ Perception of a Price
Customers do not apply an objective approach coupled with extensive research to determine value. Instead, a number of heuristics and emotional factors play an important role when potential customers assess a price. In this guide by Mark Dresdner of Stratapult Advisors, you'll learn:
- How prices that have been offered before can positively or negatively affect customers' perceptions of value.
- How comparison complexity is a double-edged sword that can work against you or be used to your advantage.
- How switching costs affect willingness-to-pay and what you can do to help mitigate the negative perceptions.
- How the various factors would be considered and used to formulate a pricing strategy in a real-world scenario.
This guide is just one of hundreds of educational resources you get access to as a PricingBrew Journal subscriber.
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