The customer response to the increase or reduction is very complicated. Multiple product discounts can stimulate more purchases, but also when the customers hesitate in the purchase process, because of doubts about the quality of the product. Or also when rising prices reduce the level of consumption, but also when making the number of products sold increased. Through some psychological characteristics as mentioned above, we see that the psychological reactions of consumers with respect to prices is very complex. So when pricing, price adjustment need to thoroughly research the psychology of consumers.
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