SD Dojavi
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U koliko god trgovina ušao i koliko god polica razgledao, jedna brojka najčešće upada u oči kad su u pitanju cijene artikala. Devetka.

Čini se kako ne postoji cijena koja ne bi završavala na ovu znamenku, dapače, najčešće je to 99 što bi trebao biti suptilan, iako već pročitan trik kojim vas trgovac uvjerava da je ta jedna lipa koju ste uštedjeli značajna za vaš kućni budžet. Odnosno, da je 9.99 značajno manje od deset, piše Jutarnji.

No, veliko istraživanje koje su proveli profesori Daniel Levy i Avichai Snir napravljeno na godinama prikupljanim podacima iz američkih trgovina otkrilo je kako potrošači, kad kupuju artikle kojima cijena završava na 9, ne samo da nisu uštedjeli taj jedan cent – nego su robu u prosjeku preplatili 18 posto u odnosu na slične artikle s "normalnim cijenama".

Analizirali su cijene svega – od sira, preko grickalica i sokova, konzerviranih juha, deterdženata, do toaletnog papira i šampona, a zaključak je da kad cijena robe završava na devet, u pravilu je skuplja od robe koja ima cijenu bez te znamenke.

Dapače, u slučajevima pojedinih namirnica razlike su frapantne – recimo, sokovi kojima cijena završava na devetku u prosjeku su za 43 posto skuplji od sokova koji imaju cijenu bez te znamenke na kraju, toaletni papir skuplji je 35 posto, bomboni 28 posto, papirnati ručnici 23, a sapuni 22.6 posto.

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image
Patrick Pleul/Dpa Picture-alliance Via Afp
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Nitko ne zna kad je i zašto točno u trgovinu uvedena ta praksa da cijene završavaju na 9, no slična je taktika otkrivena još u reklamama za Macy koje datiraju u 1880. godinu, a u kojima su pojedine robe koštale 1.99 i bile reklamirane kao odlična prilika.

Istraživanja danas tako pokazuju da su među cijenama koje završavaju s devetkama najčešće 9.99, slijede zatim 9, pa 9.95 te 4.99.

Mnogi se pitaju zašto se danas uopće inzistira na praksi ovakvog izražavanja cijena kad potrošači jako dobro znaju da s tom jednom lipom ili centom neće značajno uštedjeti i da je riječ o psihološkom triku, a jedno od obrazloženja jest da potrošači cijene ionako čitaju s lijeva na desno pa kad je cijena izražena kao 9.99 umjesto 10, dojam je da se zapravo štedi cijela kuna odnosno dolar umjesto tek jedne lipe ili centa.

Neka druga istraživanja pokazuju pak kako trgovci cijene zaokružuju na 99 u slučajevima kad nešto poskupljuju kako bi minimizirali udarac na potrošače dok kod pojeftinjenja proizvoda idu na neke druge znamenke.

Dokazano je i kako su cijene koje završavaju na 99 uglavnom napumpane s tržišno doista najpovoljnijeg iznosa pa se potrošači, kad razmišljaju o kupnji novog televizora trebaju zapitati – je li tih 5.699 kuna doista najpovoljnije što mogu pronaći?

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U koliko god trgovina ušao i koliko god polica razgledao, jedna brojka najčešće upada u oči kad su u pitanju cijene artikala. Devetka.

Čini se kako ne postoji cijena koja ne bi završavala na ovu znamenku, dapače, najčešće je to 99 što bi trebao biti suptilan, iako već pročitan trik kojim vas trgovac uvjerava da je ta jedna lipa koju ste uštedjeli značajna za vaš kućni budžet. Odnosno, da je 9.99 značajno manje od deset, piše Jutarnji.

No, veliko istraživanje koje su proveli profesori Daniel Levy i Avichai Snir napravljeno na godinama prikupljanim podacima iz američkih trgovina otkrilo je kako potrošači, kad kupuju artikle kojima cijena završava na 9, ne samo da nisu uštedjeli taj jedan cent – nego su robu u prosjeku preplatili 18 posto u odnosu na slične artikle s "normalnim cijenama".

Analizirali su cijene svega – od sira, preko grickalica i sokova, konzerviranih juha, deterdženata, do toaletnog papira i šampona, a zaključak je da kad cijena robe završava na devet, u pravilu je skuplja od robe koja ima cijenu bez te znamenke.

Dapače, u slučajevima pojedinih namirnica razlike su frapantne – recimo, sokovi kojima cijena završava na devetku u prosjeku su za 43 posto skuplji od sokova koji imaju cijenu bez te znamenke na kraju, toaletni papir skuplji je 35 posto, bomboni 28 posto, papirnati ručnici 23, a sapuni 22.6 posto.

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image
Patrick Pleul/Dpa Picture-alliance Via Afp
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Nitko ne zna kad je i zašto točno u trgovinu uvedena ta praksa da cijene završavaju na 9, no slična je taktika otkrivena još u reklamama za Macy koje datiraju u 1880. godinu, a u kojima su pojedine robe koštale 1.99 i bile reklamirane kao odlična prilika.

Istraživanja danas tako pokazuju da su među cijenama koje završavaju s devetkama najčešće 9.99, slijede zatim 9, pa 9.95 te 4.99.

Mnogi se pitaju zašto se danas uopće inzistira na praksi ovakvog izražavanja cijena kad potrošači jako dobro znaju da s tom jednom lipom ili centom neće značajno uštedjeti i da je riječ o psihološkom triku, a jedno od obrazloženja jest da potrošači cijene ionako čitaju s lijeva na desno pa kad je cijena izražena kao 9.99 umjesto 10, dojam je da se zapravo štedi cijela kuna odnosno dolar umjesto tek jedne lipe ili centa.

Neka druga istraživanja pokazuju pak kako trgovci cijene zaokružuju na 99 u slučajevima kad nešto poskupljuju kako bi minimizirali udarac na potrošače dok kod pojeftinjenja proizvoda idu na neke druge znamenke.

Dokazano je i kako su cijene koje završavaju na 99 uglavnom napumpane s tržišno doista najpovoljnijeg iznosa pa se potrošači, kad razmišljaju o kupnji novog televizora trebaju zapitati – je li tih 5.699 kuna doista najpovoljnije što mogu pronaći?

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Patrick Pleul/Dpa Picture-alliance Via Afp Patrick Pleul/Dpa Picture-alliance Via Afp
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StoryEditorOCM
PanoramaDvije devetke

Najstariji i ‘najpodliji‘ trgovački trik, evo kako djeluje na potrošače: ako ste mislili da štedite, pročitajte zašto vam trgovci zapravo cijene pišu s.99 na kraju

Piše Dora Koretić/JL
4. prosinca 2022. - 11:33
22589670
PREMIUM
Patrick Pleul/Dpa Picture-alliance Via Afp

U koliko god trgovina ušao i koliko god polica razgledao, jedna brojka najčešće upada u oči kad su u pitanju cijene artikala. Devetka.

Čini se kako ne postoji cijena koja ne bi završavala na ovu znamenku, dapače, najčešće je to 99 što bi trebao biti suptilan, iako već pročitan trik kojim vas trgovac uvjerava da je ta jedna lipa koju ste uštedjeli značajna za vaš kućni budžet. Odnosno, da je 9.99 značajno manje od deset, piše Jutarnji.

No, veliko istraživanje koje su proveli profesori Daniel Levy i Avichai Snir napravljeno na godinama prikupljanim podacima iz američkih trgovina otkrilo je kako potrošači, kad kupuju artikle kojima cijena završava na 9, ne samo da nisu uštedjeli taj jedan cent – nego su robu u prosjeku preplatili 18 posto u odnosu na slične artikle s "no...

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12. svibanj 2024 17:31