Secret shopping techniques, or why buyers hopeless at math

Most likely, you say - they are equally beneficial. And just say, very many. But let's see more. Suppose coffee costs 100 rubles. 200 ml (50 rubles. 100 ml). The first action you get 266 ml for 100 rubles., Ie pay 37.5 rubles. per 100 ml. According to the second action you get 200 ml of 67 rbl., That is, pay 33.5 rubles. per 100 ml. The second action turns profitable!

BUT! For the buyer is much more pleasant to get something extra for the same price, than to get a discount. Field for the application of this feature is limitless. Remembering supermarkets: "10% more toothpaste at the same price!", "25% more flakes!"

Why run such tricks? First of all, because buyers often do not remember how much should cost certain foods (try to remember exactly how much milk, which is the last time you bought). Second, although people are calculated in real money, but decisions are made solely on the basis of speculation and guesswork, which appear because of ignorance of how to deal with the numbers.

Next, we will explain more about the 7 tricks, which are successfully used in the stores.

1. Our perception depends on the price that we saw the first

You went to the store and see a designer bag for $ 1,000. "Stuck bucks for a bag that ??" You'll be incredibly outraged. Going further, you see different hours for $ 300. It is expensive! The clock can be cheaper! But you think that it is quite normal price because you're comparing it with what he saw you first. Thus, stores are properly arrange the goods to send your thoughts in the right direction.

2. We are afraid of extremes

We do not like to feel "poor" when we buy the cheapest products, but we do not like feel cheated when we buy the most expensive product, and the quality of it is pretty average. Shops use it against us, our thinking, to sell the product that you need.

It was carried out such a study: on a rack in the shop put 2 kinds of beer. "Premium" for $ 2.5 and beer, a labeled "great buy" at $ 1.8. About 80% of buyers chose a more expensive beer. Then we put another kind of beer with a price tag: "super-bargain" price of $ 1.6. Now, 80% of buyers choose a beer for $ 1.8, and the other - for $ 2.5. No one took the most cheap beer.

In the third stage of beer were removed and placed $ 1.6 "Super Premium" for $ 3.4. Most buyers choose a beer for $ 2.5, a small number of buyers - for $ 1.8, and only 10% chose the most expensive.

3. We love stories

Put in a shop next to the bread machine bread maker for $ 279 for $ 429. Parameters them should differ very little. Sales of cheaper bread machine seriously increase, although the road is unlikely someone will buy it (perhaps, a couple of people). This is because we do not feel the real value of things, and so it seems that we buy very cheap. And then you can say, "Can you imagine, bought bread maker for $ 279! And there was almost the same, but for $ 429! And what fool would buy it! "Good story.

4. We do what we say

the experiment was carried out in the school. Fruits and salads were put on the highlighted rack, like candy or other sweets, and this technique has forced children to eat more salad and fruit. He also applies to adults. Experienced restaurateurs will make the menu so that the dishes they want to sell more likely to be available in any manner or provided with a large and bright picture, to get your attention. So, you see, is too bright point in the menu, just remember that it was this dish you want in the first place to feed a restaurant.

5. We commit rash acts under the influence of alcohol, fatigue and other factors

When a person drinks, he gets tired or is under stress, it greatly simplifies the internal issues that accompany the purchase. This can be compared with acquaintances at the bar. You see a stranger (stranger), but do not think, "I wonder if it is sufficiently established and whether the necessary? Moral character to make me worthy of the party, "you probably think something like," Um, he did So". That is why the machines with water, coffee and snack sets the output from a huge supermarket. Buyers are tired, they want to eat and drink, they grab everything without thinking about what it costs unreasonably expensive. So here's a tip: if you want to make a deal, which involves some risk on the part of your partner - on a business dinner to be alcohol. Well, or catch a partner after a very busy day.

6. Magic numbers 9

We all know this chip: for only $ 1.99. This is the same as $ 2! We understand this, but the magic number 9 continues to operate, and we take not much, and the right thing just because it beckons us to a discount. Be incorruptible! Do not say to yourself - this thing costs a little more expensive than the dollar! Remember, it is worth all the two!

7. We are exposed to an acute sense of justice

We do not like it when we cheat, we believe that we need to be treated fairly. But we do not know the value of things and services. And we are looking for clues and signals from those of these things and services we sell. Dan Ariely, a professor of psychology and behavioral economics, conducted a simple but very revealing experiment. He announced that he would hold an evening of poetry for students. One group of students, he said that evening extra charge, and the other - they will pay for what they have come to listen. it was announced before the show that he is free, that is, and the first group do not need to pay anything, and the second will pay nothing. The students from the first group were happy: they received something worthwhile and is free of charge. Students of the second group is almost all gone, because they felt that they were forcibly dragged here.

What is the normal price for the poetic concert, which gives a professor of psychology? Students do not know. And no one knows. How much should cost a shirt? How much should cost you some coffee? And the insurance on the car? Who knows! People do not know the value of things, and as a result of our brain uses what it knows: visual images, tips, emotions, comparison, relationship... Consumers do not know that that is not math, it just has nothing to do with than.