All behavioral studies have shown that the consumer is first sensitive to the price, but also losing its rationality when facing discounts. For the same net price, he will.....
be more sensitive if he is told he has won, 30%, 50% or more.
Based on this observation, the market may become tricky and attempt to communicate on large discounts, on higher starting prices. Or the market may sacrifice the price of some SKUs in order to attract shoppers to the points of sale.
The analysis of the depth of the communicated discount is rich in learning. This is one of the three chapters of a multicountry study carried out on the theme of the communicated discounts.
The 2018 study of Eastern Europe and CIS region benchmarks, for the category non-alcoholic beverages all types of promotional mechanics.
Download this case study for free and learn more about the industry practice with communicated discounts.
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