If users think your product is too expensive, try this method

I often hear many merchants complain: "The price of our products is obviously very reasonable, but why do consumers still think it is too expensive?"

As for the answer to this question, many people would think that it may be because the price of their products is still too high, so they lower the price or even sell at cost price, resulting in a pessimistic final profit. For example, a cup priced at 30 yuan is difficult to sell; when the price is reduced to 25 yuan, there will still be consumers who hesitate whether to buy it.

Why is this?

In fact, in most cases, the reason why consumers think a product is expensive is not because the product is really expensive - this is the result of consumers' feelings when comparing the product with the default reference.

The default reference refers to the default reference that most consumers have in their minds for comparison before making a purchasing decision.

Let's take a look at two examples to make it clearer:

1. Look at the picture below, in which group is line B the longest?

From the figure, we can see that, for the same length, B is the longest in the second group, but the shortest in the first group. I believe you can easily understand the reason - the default reference is different, so the feeling is naturally different.

1. For example, if you buy a steamed bun on the street for 5 yuan, you will think it is expensive, but when you see the same price in a restaurant, you think it is worth it (assuming the quality of the bun is the same in all other aspects) - this is because when you see the bun at a small street stall, your default reference is other street snacks with lower prices; but when you see the bun in a high-end restaurant, your default reference is no longer the street snacks, but those dim sum worth dozens of yuan each. With this comparison, it naturally seems that the buns in the restaurant are not expensive.

Therefore, if you want to make consumers more willing to buy your products without changing the product price and product value, you can adopt this marketing method - change the consumer's default reference .

Next, I will talk about how to change consumers’ default reference from the two perspectives of product price and value .

1. Change consumers’ default reference to product prices

We have already understood that when consumers think a product is expensive, in most cases it is because the price of the product feels expensive when compared with the consumer's default reference price.

For example, if you see that a subscription column on a platform costs 199 yuan per year, the default reference price for consumers at this time will mostly be the price of a normal book - "I bought a book written by a Harvard professor for only 26 yuan, and the words in this column are not even as many as a book, but it costs 199 yuan, which is too expensive!"

If you want consumers to feel that the price is not expensive, you can change their default reference price. Here are two pricing tips:

1. Price breakdown

For example, a paid subscription costs 199 yuan a year. Users may think this 199 yuan is expensive at first glance. At this time, the price for a year can be broken down into each day to reduce consumers' perception of the price . For example, the product copy can be written like this:

"With only 50 cents a day, you can learn the essence of financial management from financial experts themselves."

You see, it’s still 199 yuan, but consumers will feel differently, which will make them more willing to accept the price of your product.

When faced with a price that seems expensive, marketers can break down the price and change consumers’ default reference price.

2. External object comparison

Our default reference for the price of a product can also be changed to compare with the prices of other consumer categories, making it easier for consumers to accept the price of your product.

For example, for a paid column with a price of 199 yuan per year, compare this price with the price of the hot pot we often eat, and the copywriting can be written like this:

"The price of learning from a big name for a year is less than the price of eating hotpot twice."

After reading this copy, consumers' default reference price changed. At this time, consumers will make a new comparison - "I eat hot pot at least twice a month, and it costs more than 199 yuan. And this column can be studied for 12 months for 199 yuan, which seems to be quite worthwhile."

Therefore, if you want consumers to be more receptive to the price of your product, you can compare it with other categories that can better highlight the affordability of your product and change the consumer's default reference price.

2. Change consumers’ default reference to product value

Not only can you change consumers' default reference from the perspective of product price, you can also change it from the perspective of product value, so that consumers think your product is great value for money, and thus are more likely to accept your product price .

Here are three tips:

1. Explore the additional value of products

Consumers' value judgments on a product are mostly based on its use value. If there is no other additional value description, consumers' default reference to the value of a product is its use value. If the price is higher than the use value, users may be unwilling to accept the price of the product.

For example, our understanding of the function of a rice cooker is that it can cook rice. According to consumers' default reference value, an ordinary rice cooker is acceptable if it costs about 200 yuan, and if it costs more than this, it is considered not worth the price.

However, if you have an electric rice cooker that can not only cook delicious rice, but also cook it intelligently - put the rice in before going to bed at night, and you can see the cooked rice/porridge when you wake up the next morning . Such an electric rice cooker sells for 250 yuan. I believe that users who need it are willing to spend 50 yuan more to buy it. Because at this time, the consumer's default value reference for the product is no longer just its use value, but there are other additional values ​​for reference and comparison, so they will naturally feel that 250 yuan is worth it.

Things like celebrity endorsements, product uniqueness, national certifications, etc. are all additional values ​​of the product and can be used to change consumers' default reference value for the product. These require marketers to carefully discover the additional unique value of the product, reflect it in the copywriting or product introduction, and make consumers feel that your product is great value for money.

2. Change the fixed category of the product

If the cost of selling a bowl of beef brisket noodles is more than 50 yuan, and you want consumers to accept your price of 99 yuan a bowl, according to our perception of the price of beef brisket noodles, generally few people will consume such expensive beef brisket noodles - because consumers have a fixed cognitive classification of a bowl of beef brisket noodles as a mass consumer product, which is considered to be below 25 yuan, and is considered expensive if it exceeds 30 yuan.

However, merchants can change consumers' fixed classification of the product and redefine the product classification . For example, a few years ago, Diaoye Beef Brisket adopted this principle and defined beef brisket noodles as a light luxury product. Diaoye Beef Brisket is striving to become a light luxury product in terms of its cooking utensils, store decoration and marketing promotion, thereby changing consumers' default reference classification of beef brisket noodles from mass-market low-priced goods to light luxury products (light luxury products costing more than 100 yuan are considered normal by users). In this way, consumers may be more willing to accept a bowl of beef brisket noodles that costs more than 99 yuan.

If the products you sell are high-end, but there are no such expensive categories in the fixed classification of the industry, you might as well change your product's fixed classification and find an industry classification that is more in line with the product's price. In this way, consumers' default classification of the product will change, and they will naturally be more willing to accept your product price.

3. Switch your purchase reason

Consumers do not need too many reasons to buy necessities (food, oil, salt and firewood), but they will have some concerns about the consumption of some non-essentials. Most consumers will make some comparisons in their minds before placing an order.

For example, when a female consumer sees a piece of clothing she really likes while shopping in a mall, she may hesitate a little bit at this time - "I have already bought a lot of clothes on Double 11 and Double 12. Would it be too extravagant to buy more?"

The reason why she has such concerns and guilt is that her default reference when considering whether to buy something is "I use my husband's money to buy too many clothes for myself, and I feel guilty." If merchants or relevant marketing can help consumers switch their reasons for purchase and tell them "your lover may also like you wearing this dress" - change the default reference to "my husband also likes me wearing this style of clothes. If I wear this dress to accompany my husband to his class reunion next week, he will definitely be proud."

At this point, the consumer's sense of guilt will be reduced, and they may be more willing to accept this slightly expensive piece of clothing.

The same is true for consumption of other products. For example, ordinary white-collar workers feel a little guilty when eating meals prepared in a private kitchen, which costs more than 10 yuan more than ordinary takeout. Because their default reference when spending in a private kitchen is: " My monthly salary is only 5,000, and I have to pay for rent, utilities, etc. Am I spending too much?"

If the private kitchen advertisement says: "No gutter oil, just responsible for your health" , then the target user 's default reference will change - "I eat food without gutter oil, which is equivalent to being responsible for my own health! It is reasonable to be more expensive. What if I have health problems after eating cheap gutter oil takeout? Isn't it not worth it?" In an instant, the target user's sense of guilt is reduced.

Therefore , when marketing some non-essential and medium-to-high-priced products, marketers can use purchase reasons such as "for family and friends, for one's own health" in copywriting or marketing methods to replace consumers' default ideas such as "for oneself, too luxurious". In this way, consumers will feel less guilty about their purchases and will be more likely to accept a slightly higher priced product.

Summarize

When consumers feel that your product is too expensive and not worth the price, this is often the result of consumers comparing the price or value of your product with a default reference before making a purchase decision. One of the most effective ways to make your product price more acceptable to consumers is to change their default reference.

Consumers’ default reference can be changed from two perspectives: product price and value:

1. Change consumers’ default reference to product prices

• Price breakdown - For example, break down a paid column of 199 yuan/year into 0.5 cents a day to introduce the product price, so users will not feel it is too expensive.
• Comparison with external objects - for example, comparing a 199 yuan/year column with the money spent on eating hotpot once or twice, users may feel that the price of this column is not expensive.

2. Change consumers’ default reference to product value

• Uncover the extra value of products - for example, you can explore the extra value of rice cookers, change consumers' default reference value of rice cookers, and make consumers feel that they are getting good value for money.
• Changing the fixed classification of a product - for example, changing a bowl of beef brisket noodles from a fixed classification of street snacks to a light luxury product, consumers will be more likely to buy a bowl of beef brisket noodles for 99 yuan.
• Switching the reason for purchase - changing the default reference of "buying for yourself" to "buying for friends or family" will better reduce consumers' guilt and make the reason for purchase more reasonable .

The author of this article is @怪兽先森 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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