quarta-feira, fevereiro 10, 2016

Pricing man (parte VII)

"As a customer you have to make sure that you understand the value the product or service offers you, and then decide how much you are willing to pay for it. This knowledge of value is your best protection prior to purchase, in order to avoid regretting the decision.
As the French say, “ le prix s’oublie, la qualité reste .” Loosely translated, that means that the quality you bought endures long after you have forgotten the price.
The famous Spanish philosopher Baltasar Gracian (1601–1658), whose wise words I would not encounter until many years after that episode with the harvesting machine, summed up the same sentiment this way: “That is the worst and yet easiest error. Better be cheated in the price than in the quality of goods.”

Yes, it is very frustrating to pay more than you should have. But the anger over this form of “rip-off” fades if the product still gets the job done. Worse is the situation when the product is flawed. The frustration stays with you until you finally use up the product or get rid of it. The moral here is that one should not lose sight of quality in pursuit of a better deal. Admittedly, that is easier said than done.

Price is often ephemeral and quickly forgotten. Consumer research and behavioral studies show time and again that we struggle to remember prices, even for products we just purchased. But quality, good or bad, stays with us. Every one of us has quickly seen a deal, bought a product, and then realized that the product didn’t live up to even our most modest expectations. Many of us have also paid a price that seemed too high, but ended up surprised by the exceptional quality of the product.”
Trechos retirados de "Confessions of the Pricing Man: How Price Affects Everything" de Hermann Simon.

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