Reference effect consumers heart Calculator.doc

 PAGE \* MERGEFORMAT 12 Reference effect consumers heart Calculator In Shanghai, Carrefour RT-Mart is one of a direct competitor. A few years ago, Carrefour conducted a market survey, in contrast to their customers in Carrefour and RT-Mart’s image perception. The survey found that in many dimensions, the Carrefour superior to RT-Mart, but the price is at a disadvantage on the perception that most consumers feel the price is generally higher than Carrefour RT-Mart. To solve this problem, Carrefour further thousands of products in the supermarket price comparison of two found in the past year, 9 months, in fact most of the products Carrefour RT-Mart’s price is lower than the. Why, then, customers will find Carrefour, but more expensive then? To answer this question, we need to understand our values and prices of consumer judgments about what consumers are relying on the methods and process to determine the level of the supermarket price. Value judgments is a product or service, it is worthwhile to buy, the price is high or low, co-uneconomical. There are many factors that affect the value judgments, and some vary, such as the personal preferences of different cultural backgrounds are different, and thus would be the same object have different value judgments. Here, we are talking about is a kind of influence people to judge the value of one of the most basic mechanisms: reference effect (Referencing Effect). People’s judgments of value, often, and there is no absolute standard. It is also said that if the consumption of the object is a unique presence, you is difficult to determine its value, worth, good or bad depends. You must rely on some reference standards as the basis of your judgments, just as in physics, the dynamic and static is relative, depending on what you use the frame of reference. The same is true in marketing where the consumer will find all kinds of frame of reference, we refer to this phenomenon referred to as consumption effect. Here, we d