This sense of value can be shaped by enterprises, but the premise of shaping the sense of value is that only from the perspective of customer demand and satisfaction can we shape the correct sense of value for products.

There are two points in shaping values:

The first point: improve the product value perceived by customers.

The second point: reduce the perceived purchase cost of customers.

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How to improve the product value perceived by customers?

What is perceived value?

The official explanation is that customer perceived value is the subjective evaluation of the effectiveness of a product or service after customers perceive the benefits of the product or service, minus the cost they pay for obtaining the product or service.

Generally speaking, what consumers buy is not the product, but the expected value that they hope this product will bring.

Everyone should have heard the story of "Little Monk" selling stones. This has been used to analyze "the question about the value of life", which is actually a relationship between product value and environment.

The general content of this story:

A young monk asked his master, "What is the value of life?" Master didn't answer directly, but told him to take a stone to different markets for evaluation, and told him to make a bid, no matter how much it was, not to sell it. The young monk went to three places: the market, the gold market and the jewelry market. And the prices given by the three places are also very different.

And his master told the young monk, "The reason why the same stone has different valuations in the market, the gold market and the jewelry market is because people have different eyes and different standards."

We go back to the thing itself, just an ordinary stone. Why are the values different in different places in the end? The fundamental reason is that consumers look at this product differently in different environments, so this stone is invisibly shaped to perceive the value of the product.

This well illustrates the importance of creating an environment. When a product wants to get the corresponding value, its environment is very important. This also applies to the pricing of products.

For example, after tea-loving, tea-mourning, dirty bags and tea-answering are all over the streets, there has recently appeared a rookie of online celebrity shops: instant noodle canteen.

In the instant noodle canteen, what you eat is not noodles, but style.

In the street, you can see the biggest feature of the instant noodle canteen: unique decoration style.

Every instant noodle shop in Sacido has its own characteristics, such as a girl's heart shop with a pink theme, which is simple and simple in style, small and fresh. It also attracted a large number of repeat customers.

And why is the "instant noodle canteen" popular?

First, the instant noodle canteen treats instant noodles as a trivial matter, and it is a ritual thing to eat instant noodles now. As the sense of ceremony gradually permeates everyone's daily life, the monotonous and simple things have become different.

Second: Coupled with the Nordic style environment, literary style and other styles, the overall experience of consumers has risen to a higher level.

In fact, these are "external factors" of commodities, which can directly affect the perceived value of commodities, so we can see that the price of instant noodle canteens is higher than that of ordinary instant noodles.

Then why does the environment affect the price?

William poundstone's answer is: When people estimate the price, they will get clues according to the surrounding environment.

At present, there are many online celebrity series products on the market, which are actually using the external environment to enhance the perceived value of customers. However, online celebrity products still have a drawback: although they can quickly catch fire, they can also quickly cool down. The root cause is the product itself, especially catering products. We should put the quality of products first, then enhance the perceived value and cultivate the loyalty of consumers, so as to go further.

Then in addition to the external environment, the self-positioning of products is also very important. Positioning here refers to what kind of demand the product wants to bring to customers.

For example, if it is only to solve the problem of food and clothing, then the product value naturally brought to consumers will only meet the daily food and clothing, so the pricing of products naturally needs to be formulated by market prices.

On the other hand, if the product can not only solve the problem of food and clothing, but also make consumers eat healthier, and even take out some objective factors such as the historical conditions of a century-old brand or the environmental protection of tableware, it will invisibly increase the perceived value of the product and make contributions to product pricing.

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How to reduce customers' perceived purchase cost?

After we know how to improve consumers' perceived product value, how to reduce the perceived purchase cost?

Perceived purchase cost: also known as customers' perceived gains and losses, refers to the sum of the costs that customers feel in the actual consumption process, which is the sum of the costs of time, money, physical strength, energy and psychology involved in the whole process of consuming products or services, not just the price of goods actually paid by customers.

In real life, the common strategy is to use "anchoring effect" to reduce consumers' perceived purchase cost. Generally speaking, it is to use the fixed impression brought by reference objects to make their products more advantageous in price.

Regarding the "anchoring effect", Jobs summed it up to the extreme: "Customers don't want to take advantage, but have a feeling of taking advantage."

Such examples can be seen everywhere in daily life.

For example, why do double eleven always like to bid a higher price and then bid a discount price? This gives consumers a kind of psychology of "taking advantage", so why can double eleven be refreshed every year?

Why in physical stores, most merchants will offer high prices first, and then bargain with consumers, even if the final price is only a small gap, but in this bargaining process, consumers still feel that it is the psychology of taking advantage.

In fact, if you think about it carefully, in your usual shopping habits, apart from being familiar with the brands you often buy, you will generally choose the middle price for products you have never tried, so that you can take advantage of the "anchoring effect" and compare the prices with reference objects, so that consumers can reduce their perceived purchase costs and subjectively choose products with higher prices.

In a word, if an enterprise or brand wants to get better space profit in product pricing, it must make good use of the characteristics of "sense of value" to make consumers feel "value maximization". Whether it is to improve the perceived value of consumers or reduce the purchase cost, it is inseparable from the fundamental needs of consumers.

Only when the enterprise meets the inner expectations of consumers in all aspects, consumers often choose to ignore the small defects of products, thus developing into loyal consumers of corporate brands.