The University of SA is conducting a Professional Development Session on Pricing in Adelaide on
27 February, 2015 from 2-4pm with Dr John Dawes.
The seminar discusses the cognitive biases that consumers have in respect of price; and the consequences in terms of how firms choose to price goods and services.
Some of the concepts discussed are:
· Price segmentation
· Buyer rationality (or the limitations to it,
in respect of price evaluation)
· The impact of mental ‘reference prices’
· Loss aversion
· Mental accounting
· Consumer interpretation of pricing information
· Some facts from research about sales response
to prices; and the marketing implications.
The seminar also includes some short exercises in price-setting to reinforce some of the major points.
Bookings essential – details to follow.