How Customers Evaluate a Price

Mark Dresdner of Stratapult Advisors Exposes Eight Factors Influencing Customers’ Perception of a Price

Customers do not apply an objective approach coupled with extensive research to determine value. Instead, a number of heuristics and emotional factors play an important role when potential customers assess a price. In this guide by Mark Dresdner of Stratapult Advisors, you will learn:

• How prices that have been offered before can positively or negatively affect customers' perceptions of value.
• How comparison complexity is a double-edged sword that can work against you or be used to your advantage.
• How switching costs affect willingness-to-pay and what you can do to help mitigate the negative perceptions.
• How the various factors would be considered and used to formulate a pricing strategy in a real-world scenario.