price - Consumer Behavior MAR 3503 Xin He BA-II 308N...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected]
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2 Pricing Strategy Price perceptions Asymmetric price competition
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3 Price Perceptions Internal reference price External reference price
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4 Price Perceptions (cont.) A: You find a calculator you like for $10. When you are about to pay for it, a friend comes into the store and tells you that you can buy the exact same calculator at another store half mile away for $5. Would you walk to the other store to buy your calculator? B: You find a television you like for $600. When you are about to pay for it, a friend comes into the store and tells you that you can buy the exact same television at another store half mile away for $595. Would you walk to the other store to buy your television?
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5 Price Perceptions (cont.) Pricing frames are important. Global reference states Consumer wealth Local reference states Base prices (both internal and external reference prices)
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price - Consumer Behavior MAR 3503 Xin He BA-II 308N...

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