价格测量与市场认知管理（Price measurement and market cognition management）.docVIP

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价格测量与市场认知管理（Price measurement and market cognition management）.doc

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价格测量与市场认知管理（Price measurement and market cognition management）

价格测量与市场认知管理（Price measurement and market cognition management） Price measurement and market perception Text / Michael Barnett translation / Cai Donge Price measurement The British OCC strategy consulting firms was studied. The evaluation of some well known consumer retailer brand perceived price, the actual price of a basket of goods after the researchers measured and compared two data. The survey included Britain, the United States, France, Germany, and Holland, where nearly 13 thousand people participated. Commentaries: Price perception is influenced by the retailers business model Do consumers have consistent price perceptions about the price of goods? For example, the price perception of British consumers is not satisfactory, they can not accurately judge the level of commodity prices. Therefore, marketers have to consider the question of whether their price strategy and mode of communication are correct OCCs findings suggest that British consumers are somewhat confused in determining the price of goods. On average, there is a 13.2% difference between the price of the consumer guess and the real price. The results showed that British consumers judged commodity prices to be the least accurate, while the last second were American consumers (9.2% out of stock). According to OCC partner Tom Gladstone (Tom Gladstone): since the survey was conducted in 2007, the UK is the only country where consumers price judgments are getting worse. Price perception for consumers like a minefield, because some retailers trying to increase sales through promotions, which disrupted the real situation of brand products in the market, the British Home Furnishing hardware supplies chain Robert Dyas CEO Stephen (Steven Round) commented: Britain and continental Europe than, the retailers promotion more active the promotion of greater intensity. I used to work in a French retail company that sold kitchen things, so I got firsthand information. In Britain, some furniture makers eventually se