Why are many products priced at 99 or 199 instead of whole numbers?

When merchants price goods, they usually deliberately set a certain difference from the whole number, such as adopting instead of marking the price of the product, which is called mantissa pricing or fractional pricing. Consumers always pursue good quality and low price, especially for ordinary people who are more sensitive to the goods, cheap is often the decisive factor in buying the commodity, and the mantissa pricing can just bring consumers the feeling of cheap goods. We usually don't think that 98 yuan is much cheaper than 99 yuan, but we will feel that 99 yuan is much cheaper than 100 yuan, although the difference is only 1 yuan.

The feeling of different numbers is very different, and the whole number and the number with mantissa that is very different from it feel very different, and the mystery lies in the process of people's cognition of numbers. Multi-digit numbers are written from left to right, and people tend to reduce the memory load as much as possible in order to speed up the processing of the numbers, so they may be simplified to ignore or not notice the rightmost number at all. Just as we usually mention a certain product **, always first talk about the whole number, and the mantissa is not very clear, I often buy 900 ml of Weiquan daily C fresh orange juice, only remember that each bottle is about 13 yuan, but I don't remember that the fraction is as much as nine cents!

The numbers that people simplify and ignore depend on the size of the total, and if the list price is $99 it may be understood as $90. Merchants use 99 or 95 as the mantissa of the product, which not only attracts consumers to buy, but also makes its price as high as possible to obtain the maximum profit. <>

Mantissa pricing also makes consumers think that the merchant calculates very accurately and carefully when setting the price, so as to keep the price as low as possible, so as to feel that the product is real and credible, not inflated. Consumers may also associate products with 99 as the mantissa with discounts, and feel that they have a certain discount on the basis of the original price, which is worth buying. Taking advantage of the fact that consumers are more likely to have a feeling of cheapness for odd numbers, mantissa pricing is usually based on odd numbers, such as etc.

The only exception is the even number "8", which also has a high adoption rate in mantissa pricing due to the homonym of "8" and "fat", catering to the preference of Chinese consumers for auspicious numbers.

In fact, it is difficult to explain this, but according to our usual consumption habits, we will know that 99 can only be said to be more than 90 yuan according to our usual statement, but if the ** is raised to 100 yuan, we will think that this thing is worth more than 100 yuan, but in fact, there is only one dollar difference between them, so in fact, many times we are troubled by some strange consumption psychology.

And the merchant has grasped our psychological habit, so they usually set some critical **.

Because in this way, when we buy its products, it will be easier to accept his high **. It's like a thing, he sells, but at this time, if there is a same product he sells for 30 yuan, most people will choose the previous product, although there is only a dime difference between them, but even if the quality of the 30 yuan one may be better, but people think like this, whether it is a dime or a dime, as long as the ten digits or hundreds of digits have changed, they will feel that this thing is much cheaper.

That's why we see that the ** of some goods are sold for 99 or 199 yuan. Similar to this mental habit, if you have 200 yuan, but you just don't want to take it apart, because you know that after splitting it, what you have is not 200 yuan, but more than 100 yuan, even if he is 198 yuan, you will only feel that you only have more than 100 yuan left, but there is obviously only a few dollars difference between them, so in fact, this is the same.

Do you think that the pricing of goods is set arbitrarily, this seemingly simple surface, in fact, there is a university question. For a long time, many people have been doing research in the field of marketing, that is, how to increase consumers' desire to shop, how to make you willing to spend money to buy, and how to make your products stand out from the price.

Let me ask you a question, two identical goods, one priced at 99 yuan, and the other priced at 100 yuan, would you rather buy 99 yuan or 100 yuan? Although there is only a difference of one dollar, which is insignificant, the cheapness of one dollar cannot be taken advantage of by producers. Therefore, for consumers, a 99 yuan product is more popular than a 100 yuan product.

I think that except for people with deep obsessive-compulsive disorder who want the price of goods to be a whole number, other normal consumers will prefer a cheaper price, even if it is only a dollar cheaper.

Actually, these are all marketing strategies.

There is no substantial difference between the price of 99 and the price of 100, but it can make a difference in the minds of consumers, and the difference threshold is used. One pricing hits your itch spot. You think, heck, the price of a ninety-nine dollar product is still in the double digits, and it is rare on the market, which is really rare, so I just want to take it home, but I don't think about it, in fact, what is the difference between it and the three-digit price.

Sometimes, you don't even need to make a difference. I'll ask you, there is no difference in quality between two identical goods, but one piece, one piece is 10 yuan, which one will you choose. Even if it's just a dime difference, in fact, you will not hesitate to choose the yuan one, right?

In fact, these are a means for merchants, and they are also a mental reaction of consumers. Everyone will have a kind of heart to take advantage of a small advantage, 99 yuan and 100 yuan are only one dollar difference, but it sounds like a lot worse, not only these, but also 39 yuan, 49 yuan and so on on the market are all using this effect. Of course, this is also a sales method for merchants, and this method captures the psychology of consumers.

In fact, people's psychology is particularly bad, sometimes it may be only a dollar, and the quality is really far from the same. But many people don't understand or care about this, whether it is a supermarket, a storefront or a ** and so on, it is priced like this. Because many consumers are not awake when they go shopping or buy online, coupled with the environment at the time, the influence of friends around them, which disturbs consumers' sensory thinking.

If there are two stores, the price of one store is an integer, and the price of the other store is only one dollar, and the style of the two stores is the same, but the quality certificate store will be slightly better. However, after a day of competition, the turnover of the whole number of stores will definitely be less than that of a poor store. This is the psychological consumption of consumers.

This method firmly grasps the psychology of consumers, and it is also the best way for businesses to improve efficiency. Because 99 and 100 sound really different.

As we can see. Nowadays, many commodity pricing will have a 9 character, such as yuan, yuan, 19 yuan, 199 yuan, 1999 yuan, ,......

When you see such words, what is your first feeling, for example, 199 yuan, he is a number within 200, he has a great impact on the customer's view of consumption, when a customer wants to buy a product within 200, it makes the customer think that I consume a product within 200, but if you set its ** to 200, then the customer's heart will have another thought, that is, this product has exceeded the scope of my heart, he is a, More than 200 goods.

Although there is only a difference of one dollar, but this is a psychological warfare, we all know that now a dollar can not do anything, but in business, we define the commodity as one, one dollar less can be one level less, to increase more consumers, is not a very cost-effective deal.

Therefore, many merchants now define the product at the position of 9, and they fight psychological warfare with customers, psychologically influencing customers, and making customers think that the product is very cheap.

In fact, 199 is equivalent to 200 yuan, and customers don't think so, just like we go to school, you reach 59 points and you score 60 points are two different concepts, it is equivalent to a score segment, 59 means that you fail, 26 points means that you pass, although only one point is missing, but more students are willing to choose 60 points instead of 59, relative to the price, more people are willing to buy cheap grades.

For example, two goods, one thing is more than 100, and the other thing, 119, they will be more willing to choose this product of 119, because in the same price segment, they are willing to choose the best and cost-effective, but if it is said that the function of two products is better for 200 yuan, but they are more willing to choose 119 because they prefer this price segment. They don't feel that 100 yuan is more expensive than 119, but they feel that it is much, much more expensive.

We've all been tricked.

My daughter-in-law often buys some small jewelry in **, and every time I see the discounted price, I can't help but be moved to take a picture, and then tell me, look, I bought a baby for more than ten yuan, it's worth it, and then I looked at my mobile phone and teased, which is more than ten yuan, obviously it's 20 yuan.

That's the beauty of pricing.

It's 20 yuan, which makes you think that you have spent a stall less money. The difference with 10 pieces is the difference between the number of digits and the number of tens of digits, which is an order of magnitude worse, and many people do not consume it. You must know that many people's subconscious will give a price for small goods, no more than 10 yuan, so I bought it.

If you set 10 yuan, consumers may not buy it, so if it is less than 10 yuan, will the merchant earn the most?

This trick has a scientific name in economics called "**elasticity", consumers who are sensitive to goods, this 1 cent is very different from them, and for merchants, 1 cent is a world of difference between "buying" and "not buying".

Don't think that only 10 yuan stores use this trick.

In the era, the pricing of the domestic market likes to follow the "auspicious" number, and the merchants sell 90 yuan of Hetan Town goods, and often say that they will give you 86, and "hair" and "shun". At that time, there was no Internet and QR code payment, and both buyers and sellers would not like change.

China began to use the "pricing strategy of Xiaomi relatively early, the first generation of Xiaomi pricing 1999, isn't that 2000? You still think I bought a mobile phone for more than 1,000 yuan.

When Xin Jiran used this trick at the first iPhone press conference, 399 US dollars, caused a lot of fans to cheer, so the more luxury and high-end consumer goods, the more effective this pricing strategy, that is, the impact of elasticity.