referenciaárképzés

Referenciaárképzés, often translated as reference pricing or benchmark pricing, is a pricing strategy where the price of a product or service is determined by comparing it to a reference point. This reference point can be the price of a similar product from a competitor, a historical price for the same product, or a perceived fair value. The goal is to anchor the customer's perception of value and influence their purchasing decision.

This strategy is commonly employed in various industries. For example, in retail, a "suggested retail price" (SRP) or "manufacturer's suggested retail price" (MSRP) often serves as a reference point. When a product is sold below this reference price, consumers may perceive it as a good deal. Similarly, in the service sector, companies might offer tiered pricing with a clearly marked "standard" or "premium" option, where the standard option acts as a reference against which the premium option's value is judged.

The effectiveness of referenciaárképzés relies heavily on the credibility and perceived fairness of the reference price. If a reference price is seen as artificially inflated or misleading, the strategy can backfire, leading to distrust and reduced sales. Marketers carefully select reference points that they believe will resonate with their target audience and encourage them to perceive the offered price as advantageous. This psychological pricing technique aims to simplify complex purchasing decisions for consumers by providing a readily understandable benchmark for value.