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One American City Defies THE Rule

Written by Copyright 2003, John Calder


SCIENTIFIC ANALYSIS OF THE MARKETPLACE

Sociologists have been studyingrepparttar buying habits of American consumers for more than four decades. During this time period, study after study has shown that American consumers tend to follow certain patterns in their shopping behavior.

One such pattern that has been noted many times is what is often referred to asrepparttar 100894 "20-60-20 rule." There is no better way to describe this than to use an example of one test that was done to prove this rule.

THE TESTING STAGE

The sociologists had set up a stage to testrepparttar 100895 buying behavior of consumers in a busy department store. What they did was rather fiendish once you step back to take a look atrepparttar 100896 test.

Inrepparttar 100897 department store, they had set up a small stage with three stoves side-by-side. On each machine, they put a tag, whichrepparttar 100898 customer was to take torepparttar 100899 cash register for completion of their purchase. Next, they trained their hidden cameras to focus onrepparttar 100900 stoves andrepparttar 100901 activities of those folks who contemplated purchasing any ofrepparttar 100902 machines. Additional hidden cameras were stationed atrepparttar 100903 checkout stand to correlaterepparttar 100904 purchaser torepparttar 100905 purchase.

Atrepparttar 100906 end of one month,repparttar 100907 sociologists gatheredrepparttar 100908 tags that were taken torepparttar 100909 cash register to makerepparttar 100910 determination as to which stoves were actually purchased.

This is where we exposerepparttar 100911 fiendish scheme of these sociologists andrepparttar 100912 purpose of their test. Each ofrepparttar 100913 three stoves was exactlyrepparttar 100914 same! The only difference betweenrepparttar 100915 three machines wererepparttar 100916 price differences onrepparttar 100917 stoves!

One was priced low, one was priced mid-range, andrepparttar 100918 other was priced expensive.

Without fail, 20% of all customers purchasedrepparttar 100919 most expensive machine shown. For these people, few tookrepparttar 100920 time to examine repparttar 100921 differences betweenrepparttar 100922 units. Again without fail, another 20% spent little time studyingrepparttar 100923 differences betweenrepparttar 100924 stoves, and then opted to buyrepparttar 100925 cheapest one shown.

The people who conductedrepparttar 100926 test were astonished to note that most people studiedrepparttar 100927 stoves with extreme care as if to learn repparttar 100928 difference betweenrepparttar 100929 machines. Even after taking a long time to studyrepparttar 100930 three machines, a full 60% of customers bought repparttar 100931 mid-priced range!

The sociologists drew two conclusions from their test.

1. They decided thatrepparttar 100932 majority ofrepparttar 100933 20% of consumers who would buyrepparttar 100934 most expensive item, andrepparttar 100935 majority ofrepparttar 100936 20% of consumers who would buyrepparttar 100937 cheapest item, cared only about price. 2. They decided thatrepparttar 100938 remainder were more interested in buying based on their perceived value ofrepparttar 100939 product. It was also determined that most of those who bought based onrepparttar 100940 perceived value ofrepparttar 100941 product, felt price was a factor in helping determinerepparttar 100942 value of a given product. They decided thatrepparttar 100943 customer felt thatrepparttar 100944 higher price was indicative of better value.

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