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Interesting consumer research from Zilliant. Reinforces that shoppers aren't simply machines - they're humans. Here are my quick takes. ?? Retailers (for very good reasons) don't list costs with their prices for shoppers. While that is practical, it is counter-intuitive to expect shoppers to be okay with cost increase driven price increases. Customers would probably go along with such price increases more if such information was always available while making purchasing decisions. ?? Businesses price in discrete numbers, e.g. $9.99, and people talk prices in discrete numbers. But practically speaking and generally subconsciously, people make purchase decisions "proportionately" - how much of my income/wealth to I have to surrender to acquire a product or experience. A ticket to a major sporting or entertainment event may be a great "bargain" (50% less than what others are paying) but if it is 100% more than what a person makes in a year (or what is in their bank account), no sale. ??? The three C's of pricing. Create value. Capture value. Communicate value. Do great on the first two and fail miserably on the last one and being successful will be a challenge. So of course explanations of the why behind a price can be helpful to some shoppers making some of their decisions (subject to proportion considerations noted above). But then you also have to go back to the good reasons not to publish your costs in the first place. Sharing while still protecting confidential information is critical. ?? What kind of relationship do you want with customers? A strategic long-term relationship with lots of loyalty? Then price needs to be more than simply cost plus. You need them to value your offering for more than low price. If a transactional relationship is the goal, chasing the lowest price to win the sale is adequate. #inflation #strategicpricing #customercentric