Question from Wuan 3 [2]
What kind of price level of comb can you bear?
If the quality of a comb is good and the package is excellent, but the price is a little high, will you still prefer to purchase it?
TylerTravels: Student Chat -- Marketing
International Marketing; December 12 - 30, 2005. Here's where my former American students and friends are posting their responses to questions I'm posing to my Chinese students. By Dec 19th, my Chinese students will post questions that will help them in their group project: to market a Chinese consumer packaged good to the United States. The goal here is to gain cross-cultural insights and dialog between my "blogging" classroom participants. What will we learn from each other?
Friday, December 23, 2005
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1 Comments:
Here, combs are generally thought of as a utilitarian item, particularly among men. As a utilitarian item, it would be difficult to sell a comb at a high price level. Your challenge will be to position your comb as a luxury item where users feel that they receive benefits from it beyond just combing one's hair (either real or perceived). Packaging can certainly alter a consumers' perception of a product and either add to or subtract from the experience of using it.
It is certainly possible to accomplish this. Starbucks in the US sells coffee at prices that are several times what people previously paid for a cup of coffee - they have created a luxury experience around a simple cup of coffee (the coffee is good too).
Martin
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