How Does "Similarity" Affect Marketing?

< p > the business seems to be considerate of us. It will bring the price of different packages to the same price, such as chicken hamburger, beef hamburger and roast chicken wings. The package is 15 yuan. The fast food shop owner may think that this will enable customers to make purchase decisions more quickly. However, when I was faced with two sets of hamburger packages with the same price, they were even more puzzled, because I needed to think hard to compare the advantages and disadvantages between the two packages, which would take longer to make a choice. Sometimes it's a little hesitant, and two of them are not. < /p >
< p > how does the "similarity" (similarity) of commodities affect my judgment? What marketing skills can a businessman learn from it? < /p >
< p > < strong > similarity makes buying easier. < /strong > /p >
< p > the more similar products are available, the less difficult consumers are to choose. < /p >
< p > similarity plays an important role in judgment and decision making. Research shows that when faced with more similar choices, people will feel more easily making decisions. Because decision-making not only means choosing a desirable option, but also means a process of constantly negatiing alternatives. The latter excludes options that often bring "nightmares" to nightmares. When the purse is not enough, a href= "http://www.91se91.com/news/index_c.asp" > women < /a > customers know better than I do this "want to buy this gorgeous handbag, and worry about going home and regret not buying another handsome Commuter Bag" hesitation. < /p >
< p > however, when the excluded options are closer to the final selection, neither the hypothetical chagrin before the decision or the real frustration after the decision will be alleviated, which in turn will reduce the hesitation and difficulty in decision-making. That is to say, the similarity of goods is inversely proportional to the difficulty of consumers making decisions. The more similar an alternative product looks, the lower the consumer's choice is. Apple's product line is single, so consumers will not be entangled in buying a large red apple phone or a mini screen Blue Apple phone. They can choose fewer products, high similarity, and the confusion and annoyance of buying, which is also the reason for Apple's success. < /p >
< p > < strong > small differences highlight the similarity < /strong > /p >
< p > if the price of beef hamburger and chicken hamburger is slightly different, maybe my attention will be pulled back, making decisions will be easier. < /p >
< p > How can we improve the similarity of product lines, thus reducing the difficulty of decision-making? < a href= "http://www.91se91.com/news/index_f.asp" > fast food enterprises < /a > the common practice is to unify the price of many products. Let's test the effectiveness of this practice through consumer experiments. < /p >
< p > we invited 92 students to participate in a simulated consumption experiment, and let them imagine a tea buying process. They had two kinds of product choices in front of them: lemon Lemon Ginger Tea and Citrus Cinnamon Tea. The selection list also contains detailed product pictures, ingredients, functions and prices. However, 1/3 participants saw the price of two tea drinks at $3.79, while the rest of the participants were told that the price difference was $3.68 and $3.79 respectively. These participants need to select a product, and tell us by rating card how he thinks the similarity between the two products is (1 points: not the same; 9: very similar). < /p >
< p > the results of the experiment were unexpected. The tea drinking of the same price group made consumers feel a lower similarity, with an average score of 4.94, while the experimental group with different pricing thought that the two drinks were more similar, and they scored 6.23 points for similarity. We also copied this experiment in other product areas and price ranges. For example, we invited Korean university students to choose two kinds of grain combinations (wheat and oat VS brown rice and corn). When the prices of these two grains were identical (3700 Korean, about 4 US dollars), the consumers felt that their similarity was lower (the same price group was 5.03 points, the price group was 6.01 points). < /p >
< p > it can be seen that the slight differences in price increase the similarity of consumers' identity, and help consumers find and compare the similarities and differences between them. When you compare the prices of two tea drinks for 3.68 yuan and 3.79 yuan, it is found that they are similar. On the contrary, when both prices are identical, people will easily overlook this feature. It's like when I put France and Germany in a discussion, people will ignore the similarity between them as European countries. If I put the US in, they will soon be in a camp. < /p >
< p >, so when I saw a hamburger meal with 15 yuan in a fast food restaurant, it was difficult for me to make a decision, because I ignored the "similarity" of the merchandise deliberately priced by businessmen. If there is a slight difference between the price of beef hamburgers and chicken burgers, maybe my attention will be pulled back and making decisions will be easier. < /p >
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< p > < strong > reduce purchase difficulty < /strong > < /p >
P is facing a completely consistent price, but consumers are more difficult to choose. < /p >
< p > in another group of experiments, we want to see whether the cognition of commodity similarity affects the difficulty of consumer choice. You know, every businessman hopes that the shorter the time the consumer decides to buy, the better the impulse purchase is what they expect. < /p >
< p > We randomly divided participants into two groups. They also faced six choices of breakfast food: oatmeal, compound cereal, organic strawberry, Organic Pumpkin, oatmeal, raisin, and Cinnamomum cassia. In a group, the prices of all foods are the same, $4.23. In the other group, the prices of the six grains were randomly located: $3.83, $3.89, $3.96, $4.07, $4.15 and $4.23. Next, the participants in the two groups need to choose separately and tell us the difficulty of their choice and the degree of substitution (substitutable). < /p >
< p > we calculated the average score of the final score. The result is as follows: facing a completely consistent price, consumers are more difficult to choose. The price group thinks the difficulty of the choice is 4.83 (1 points are "absolutely not difficult", 9 is "very difficult"), while in the face of slightly fluctuating prices, the different price groups think that the choice is not so difficult, and the average score is 3.64. At the same time, participants agreed that the prices of these cereals were very different. The first group's score of substitutability was 5.39, which was lower than 6.64 of the second groups (1 was "totally irreplaceable", 9 was "highly substitutable", and the lower the score, the greater the product differentiation of consumer Cognition). < /p >
< p > < strong > raising purchase rate < /strong > /p >
< p > in the face of exactly the same products and almost the same price, the purchase rate of consumers can differ by 30%. Many businesses will list the pricing of products as "all x x yuan", hoping that this will reduce the difficulty of decision making and prompt consumers to buy quickly. However, our findings tell businesses that the tiny differences in prices of these goods can be seen, which can reduce the difficulty of consumers' choice and enhance the purchase of consumers. < /p >
< p > we have done a chewing gum simulated consumption experiment at Korea University. The students in the experiment can choose whether to use the 1000 won (about 1 US dollars) to buy two different chewing gum. The first group of students saw the same price of 630 Korean yuan. The second group saw the different prices of 620 and 640 won. The total purchase rate of the second group was 77%, while the first group was 46%. You know, this is exactly the same product, almost the same price, and the consumer's purchase rate is 30%! - the unskilled marketers should know the benefits of using this small technique! < /p >
< p > < strong > alleviated selective phobia < /strong > /p >
< p > choose phobia, also called selective difficulty. Those who choose fear will be very difficult to face their choices and unable to make their own satisfying choices. They must panic when they have to make decisions in a few choices. But in the end, there is no choice, resulting in a certain degree of fear and delay in choice. < /p >
< p > what businesses need to do is to reduce consumers' < a href= > http://fz.sjfzxm.com/ > choose phobia /a > reduce the difficulty of choice and make them make decisions more quickly. Research shows that similarity plays an important role in the process of judgment and decision making. When faced with more similar choices, people will feel more likely to make decisions. Through a series of experiments, the Yale marketing insight Center (YCCI) found that the original products made them look more similar, but the first thing was to let consumers notice the "insignificant" differences between them. < /p >