Most likely, you will say — they are equally profitable. And a lot of people will say the same. But let's take a closer look. Let's say coffee costs 100 rubles for 200 ml (50 rubles for 100 ml). At the first promotion, you get 266 ml for 100 rubles, i.e. you pay 37.5 rubles for 100 ml. For the second promotion, you get 200 ml for 67 rubles, i.e. you pay 33.5 rubles for 100 ml. The second promotion turns out to be more profitable!
BUT! It is much more pleasant for the buyer to get something extra for the same price than to get a discount. The field for the application of this feature is limitless. We recall supermarkets: "10% more toothpaste at the same price!", "25% more cereal!"
Why do such tricks work? Firstly, because customers often do not remember how much certain products should cost (try to remember exactly how much the milk you last bought costs). Secondly, although people pay with real money, but decisions are made only on the basis of conjectures and guesses that appear due to ignorance of how to handle numbers.
Next, we will tell you about 7 more tricks that are successfully used in stores.
You walked into the store and saw a designer bag for $1000. "A thousand bucks for some bag??" You will be incredibly outraged. Going further, you see a great watch for $300. It's expensive! Watches can cost less! But it seems to you that this is quite a normal price, because you compare it with the first one you saw. This way, stores can arrange the goods correctly to direct your thoughts in the right direction.
We don't like to feel "poor" when we buy the cheapest products, but we also don't like to feel cheated when we buy the most expensive product, and it turns out to be quite average in quality. Stores use this mindset of ours against us to sell the right product.
Such a study was conducted: 2 types of beer were put on the counter in the store. "Premium" for $2.5 and beer labeled "Bargain" for $1.8. About 80% of customers chose a more expensive beer. Then they put another type of beer with a price tag:"Super-bargain purchase" at a price of $1.6. Now 80% of buyers chose beer for $1.8, and the rest — for $2.5. No one took the cheapest beer.
At the third stage, they removed beer for $1.6 and put a "Super premium" for $3.4. Most buyers chose beer for $2.5, a small number of buyers - for $1.8, and only 10% chose the most expensive.
Put a bread maker for $429 in the store next to the bread maker for $279. Their parameters should differ very slightly. Sales of a cheaper bread maker will seriously increase, although hardly anyone will buy an expensive one (except maybe a couple of people). This is because we do not feel the real value of things, and it seems that we are buying very cheap. And then you can say: "Imagine, I bought a bread maker for only $279! And there was the same almost, but for $ 429! And what a fool will buy it!" A good story.
An experiment was conducted at the school. Fruits and salads were placed on the illuminated counter like candies or other sweets, and this reception made the children eat more salad and fruits. It also applies to adults. Experienced restaurateurs will make up the menu in such a way that the dishes they want to sell more often will be highlighted in some way or provided with a large and bright picture to attract your attention. So, if you see a too bright item on the menu, immediately remember that the restaurant wants to feed you with this dish in the first place.
When a person drinks, gets tired or is under stress, he greatly simplifies the internal issues that accompany the purchase. This can be compared to dating in a bar. You see a stranger (a stranger), but you don't think: "I wonder if he is educated enough and has the necessary moral qualities to make me a decent match?", you will rather think something like: "Ummm, he's nothing like that." That is why vending machines with water, coffee and snacks are installed at the exit of a huge supermarket. Buyers are tired, they want to drink and eat, they grab everything without thinking about the fact that it is unreasonably expensive. So here's a tip for you: if you want to make a deal that involves some risk on the part of your partner, there should be alcohol at a business dinner. Well, or catch a partner after a very busy day.
We all know this chip: for only $1.99. This is the same as $2! We understand this, but the magic of the number 9 continues to work, and we take a not very necessary thing just because it beckons us with a discount. Be incorruptible! Don't tell yourself — this thing costs a little more than a dollar! Remember, it costs all two!
We don't like to be deceived, we believe that we should be treated fairly. But we don't know the price of things and services. And we are looking for hints and signals from those who sell these things and services to us. Dan Ariely, professor of psychology and behavioral economics, conducted a simple but very revealing experiment. He announced that he would hold a poetry evening for students. He told one group of students that the evening was paid, and the other that they would be paid for coming to listen. Before the start of the concert, it was announced that it was free, i.e. the first group does not need to pay anything, and the second will not pay anything. Students from the first group were happy to stay: they were getting something worthwhile and for free. The students of the second group almost all left, as it seemed to them that they were forcibly dragged here.
What is the normal price for a poetry recital given by a psychology professor? The students didn't know that. And no one knows. How much should a man's shirt cost? How much should coffee cost? And the car insurance? Who knows! People don't know the value of things, and as a result, our brain uses what it understands: visual images, hints, emotions, comparisons, relationships, it's not that buyers don't know math, it's just that it has nothing to do with it.
