Exploration And Application Research On The Relationship Between Price Change And Customer Psychological Perception

Change of price was usually believed to cause the change of proportion of productsales, this is not the truth. In fact, Enterprises in operation tend to pay more attention tohow will the client response when the price of its own product rise,or the price ofcompetitor’s product fail.This study focused on the relationship of alternative’s pricechanges and customer’s psychology perception.Based on the theories and methods of Management science, economics, behavioraleconomics, management economics, experimental economics, psychology and price,research programs in price changes under the stimulation were determined through manytimes of test. This study selected commercial vehicle customer as the research object,whoes psychological price thresholds were investigated under the condition ofalternative’s price rise and drop, with the price of20000yuan commercial vehicle asexample.By calculating of the initial value, mean value and standard deviation of theminimum difference threshold, the biggest difference threshold and the price preferencereversal threshold, price elasticity value and applicable scope were analyzed under thecondition of alternative’s price rise and drop. In addition, this study also fited thefunction of customer’s psychology perception and enterprise income change whenpreference products prices rise or substitute products prices fail.These researches provide the theoretical basis for commercial vehicle or othersimilar products adjusting the market price, fill the gaps in the lack of psychological price threshold, psychological price elasticity, mental perception function and enterpriseincome function in the field of enterprise marketing management,also provide animportant theoretical basis for enterprise’s price decision.