BackTHE POWER OF SHOPPING ENJOYMENT AND BRAND LOYALTY – 3 OBSERVATIONS A study conducted by Isabel Maria Rosa Diaz and Francisco Javier Rondán Cataluña in 2011 looked at the impact of shopping environment, brand loyalty, frequency of purchase, and a range of demographic variables on consumer response to pricing. They considered what they called the antecedents ...
THINK PRICE – THINK STRATEGY
PRICE IS PART OF A COMPREHENSIVE, INTEGRATED MARKETING STRATEGY – 3 OBSERVATIONS Some business people seem to think that price is a matter to be addressed by bean counters. They set their prices on the basis of: Cost plus pricing – paying no attention to the environment; Target return pricing – paying no attention to the ...
PRICE IS NOT THE ONLY DRIVER
PRICE IS RARELY CONSIDERED IN ISOLATION – 3 OBSERVATIONS Few things are more evident in the commercial world in Australia today than the obsession with price – from ‘down down’ to ‘everyday cheaper prices’ - and from ‘we won’t be beaten on price’ to ‘lower prices guaranteed’. One wonders, however, how healthy this obsession is, particularly ...
NOT EXPENSIVE ENOUGH
IT IS NOT ALL ABOUT REDUCING PRICES TO BOOST SALES – 3 OBSERVATIONS Have you ever looked at a product and then looked at the price and come to the conclusion, based on the price, that the quality of the product must be low? I certainly have. Social psychologist, Robert Cialdini, noted that, “in markets in which ...
INNOVATE – HOW?
CREATING A WINNING CULTURE – 3 OBSERVATIONS If I had a dollar for every business person who has told me that an innovation I have suggested is not necessary of feasible – months before another business has done something similar, I would be a wealthy man today. It is not that these businesses have thought my idea ...
