Five laws that make you feel like "price strategy (pricing)" and "bargain" of retail stores
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Five laws that make you feel the super important "price strategy (pricing)" and "bargain" of retail stores
[Series] "How to make" at a profitable retail store
For the retail business, "price strategy" is the most important strategy that exceeds the location and product lineup strategies.The price strategy approach is (1), "The direction of procuring and reducing sales management costs at a low price to provide products to customers at as low as possible."There are two directions: "making you think it's a great deal".This time, we will explain how to get (2) to feel the "value" with examples.
Yokohama National University Graduate School of International Social Sciences Professor Teramoto High School
Yokohama National University Graduate School of International Social Sciences Professor Teramoto High School
横浜国立大学大学院国際社会科学研究院教授。1973年横浜市生まれ。慶應義塾大学商学部卒業、筑波大学大学院ビジネス科学研究科博士後期課程修了。博士(経営学)。流通経済研究所店頭研究development室長、明星大学経営学部准教授、横浜国立大学准教授を経て2020年より現職。主著に『小売視点のブランド・コミュニケーション』(千倉書房)、『スーパーマーケットのブランド論』（千倉書房）などがある。
＜目次＞消費者が商品を購入するときに感じる“お得感”は、消費者行動論やマーケティング論では「知覚価値」と言われている。知覚価値は、「知覚価値＝知覚ベネフィット÷知覚コスト」、という式で示される。ここで言う「知覚ベネフィット」とは、商品の性能や品質、付属物などから得られるメリットを指し、「知覚コスト」とは、商品に支払う金額や買うまでの手間（お店まで出向く、重いものを運ぶ、など）といったデメリットを指す。つまり、お得感を指す知覚価値を上げるためには、デメリットを指す知覚コストを抑制するパターンと、メリットを指す知覚ベネフィットを強化するパターンの2つがある。はじめに、消費者にとってのデメリット（商品に支払う金額や買うまでの手間など）を指す、「知覚コスト」を抑制する作戦から見ていこう。この作戦は、通常価格からの「値引き」という形を通じて、実際の販売価格に統合されて提供されるインセンティブであるため、「統合型プロモーション」と呼ばれている。ここで具体的な事例を2つ紹介したい。1つ目は、値引き金額のセット表示の効果である。よく「15%OFF 298円」というように値引き率と値引き後の金額の2つの情報を示した特売表示があるが、10～20％くらいの中程度の値引きのときには、「15%OFF（50円引き）298円」というように「実際の値引き額」を加えると、消費者はより“お得感”を抱きやすい（注1）。逆に、小さな値引き率（数％程度の値引き）や大きな値引き率（40～50％程度の値引き）のときには、実際の値引き額を加えると“お得感”が下がってしまう。これは、小さい値引き率のときに実際の値引き額を示すと、「え…これっぽっち？」と思われ、大きな値引き率のときには「こんな安くて大丈夫？」と不審に思われるためである。関連記事▲ Close ▼ All display
2つ目は、値引きにおける絶対金額表示と値引き率表示の違いである。たとえば、「50円引き」や「300円引き」といった絶対金額表示と、「15%OFF」や「40%OFF」といった値引き率表示では、後者の方が、対象商品に対する将来の期待価格の低下と、値引き期間終了後の選択率低下を抑えることができるという実験結果がある（注2）。この結果は、値引き率表示には消費者が抱く期待価格の低下を抑える効果と特売後の買い控えの反動を抑える効果があることを示している。このように、知覚コストを抑える作戦では、値引き金額のセット表示のように「攻め」の作戦と、値引き率表示のように反動を抑える、いわば「守り」の作戦があるのである。【次ページ】買いたくなる、ちょうどいい「増量」「おまけ」の法則Recommended article
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