Contrastive Purchase

Example

A camera manufacturer has three cameras in a range, one $200, another $300 and a third $500. They mostly sell the $300 product.

A car sales person shows a customer an expensive car first, then a more moderately-priced one. The customer finds the moderate price a real bargain in contrast to the expensive car and buys this.

An industrial marketer creates an advert that shows their product plus plus those of competitors, with a list of prices and features for each.

Discussion

This means if you have three items in a product range, the customer will compare each product against others in the range. It is typical for the middle-priced item to be the one you want to sell most of. The cheapest item will typically be a cut-down version while the expensive version will be full-specification 'bells and whistles' version. The expensive version is typically significantly more and may be bought by people who are not price-sensitive. The cheap version will often be not much less than the middle version but customers will often avoid this as it makes them seem stingy or poor.

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Contrastive Purchase

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Example

Discussion

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Quick links

Disciplines

Techniques

Principles

Explanations

Theories

And