微观经济学的案例

1、whether supermarket promotions will give consumers big benefits or not 制作人制作人:轩辕菡绫轩辕菡绫 moviedepreciate sales promotiondiscount sales presentedlimit sales promotion integral card binds a sale taste the free the influence factors the influence factors reaction ?consumersattitude 38%58%4%what it is buy

2、 can use laternot conscious to buy 2.experts point keaiser and krum and urbany et.al(1998) results of the study show that, the greater the discount is, the bigger perceptive value of the consumers will be. the willingness to buy is more intense, and the willingness of seeking higher prices wont be t

3、hat strong.the supermarket promotion strategy for consumption psychology can one phase produce stimulation or influence, resulting in the consumer makes a final reaction, and finally achieve its purchase behavior.3.1 what the influence on consumers and supermarket ?analysisabout promotion single for

4、 our survey 65% consumers dont read promotion list 55% of people show that promotion single/list makes influence on their purchase amount(increasing). readnot read12showcase of our reaserch student a promotion no promotion b c d e f g 15% 25% 10% 18% 26% 35% 5% 15% 18% 20% 25% 30% 20% 20%sc/lcthe su

5、permarket sales promotion did have quite an effect on consumers. the supermarket promotion expanded their market share .the promotion brought big profits to the supermarket .conclusion 3.2 who is real winner consumers or supermarket ?buy one hundred yuan and send another one hundred yuan free buy on

6、e hundred yuan and send another one hundred yuan free buy four hundred yuan and sendanother two hundred yuan free buy six hundred yuan and send another three hundred yuan free in a prominent position desire buy something cost *some consumers are not rational *sometimes they are crazy about buying go

7、ods.*no matter what it is ,no matter it is useful or not.movie time and energy . implicit cost. pay money to buy goods. explicit costconsumer is not rational consumption, they are blind .consumers at a disadvantage in promotion.buy six hundred yuan and send another three hundred yuan freebuy four hu

8、ndred yuan and sendanother two hundred yuan free attract attract consumersconsumers market sharemarket sharesupermarket at a advantage in promotion.02profittr-tc=profittr=quantity*pricethe range of the increasing quantity the range of the price discount promotion tc no promotion tc 7.8*3*101=2363.4

9、5.1*3*271=4146.3no second cup half price: profits (10.8- 3) *m = 7.8 m.ice cream price:￥10.8 second cup price:￥5.4 cost: ￥3 a second cup half price: profits (10.8- 3) * (n / 2) + (5.4- 3) * (n /2)=5 .1n the second cup half price discount, as long as sales can increase, the businessman can expand the

10、 profits. 01“五一五一”促销主力及商品让利幅度表促销主力及商品让利幅度表 promotion promotion classification classification main category main category promotion promotion number number profits to the profits to the extent extent foodfooddrink drink 101015%15%puffed puffed 4 415%15%oiloil4 48%8%winewine4 415%15%fresh fresh breadb

11、read6 618%18%fruit ,vegetablesfruit ,vegetables6 615%25%15%25%scattered says jelly scattered says jelly 4 420%20%meat meat 4 412%12%commoditycommodityhome textile home textile 101018%18%householdhousehold6 615%15%paper paper 6 615%20%15%20%prevent bask in skin prevent bask in skin care care 101025%2

12、5%department store department store sports equipment sports equipment 2 225%25%photographic equipment photographic equipment 4 412%12%home appliance home appliance 101010%18%10%18%02profit situation originaloriginalplanplanactual actual complete complete ratio ratio rate of riserate of risefoodfood5

13、9.3459.3479.8779.8787.6887.68109.77%109.77%47.75%47.75%freshfresh107.07107.07139.77139.77136.83136.8397.89%97.89%27.20%27.20%commoditycommodity86.2186.21119.8119.8108.38108.3890%90%25.71%25.71%department storedepartment store110.57110.57159.74159.74138.69138.6986.82%86.82%25.43%25.43%sumsum363.19363.19499.18499.18471.58471.5890.46%90.46%29.85%29.85%conclusion :consumers at a disadvantage in promotion.supermarket occupy advantageous position in promotion.economics tells us, when the marginal cost equal to the marginal benefit, company will achieve profit bi