CUIDADO COM AS ESTRATÉGIAS DE VENDEDOR.
Autor: RAUL JORGE | Publicado: 2012-12-31T11:27:00-08:00


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<![endif]-->A verdade por trás do R$1,99.<!--[if gte mso 9]>
 
  
 
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Há mais
de dez anos, as lojas de preço único, “tudo por R$1,99”, viraram febre no país.
Lá se encontrava de tudo: potes plásticos para geladeira, flores artificiais, material
escolar, fraldas descartáveis, lembrancinhas de todos os tipos. Se alguém
precisasse comprar o presente do amigo secreto, pratos, copos ou talheres,
pilhas para o controle remoto, era só procurar a lojinha mais próxima. Produtos
eletrônicos importados da China, os famosos “ching-lings”, também estavam lá na
estante esperando o comprador.



Depois de
um tempo, os preços foram aumentando. De R$1,99, as lojas foram passando a
vender seus produtos por R$3,99, R$5,99… Só uma coisa não mudou: o R$0,99. Já se
tornou tão comum deixar aquele centavo para trás que quase não se vê as
pequenas moedinhas circulando por aí. Mas, o pesquisador Lee E. Hibbett,
professor de marketing da Freed-Hardeman University do Tennessee, revelou que
há uma grande tática de venda por trás deste “troquinho”.



É tudo
uma questão de leitura. O professor explica que, como a ordem em que lemos
segue da esquerda para a direita, o primeiro número chama mais atenção. É por
isso que se você vê um produto pelo famoso preço R$3,99 e outro por R$ 4, vai
preferir o primeiro. Segundo o pesquisador, isso é a nossa tentativa de
diminuir os esforços em comparar preços, vemos o valor cheio, descartamos os
decimais e pronto, levamos o produto.



Outra
estratégia de marketing é passar a impressão ao consumidor de que um produto
com o final 0,99 está em promoção, e que ele está fazendo um ótimo negócio.
“Alguns varejistas reservam preços que terminam em nove para seus itens com
desconto. Comparações de preços em grandes lojas de departamento revelaram que isto
é bem comum, principalmente em produtos de vestuário”, disse o professor da
escola Kellogg de marketing, Eric Anderson da Northwestern University, e o
professor de administração da escola Sloan, Duncan Simester, do M.I.T. Desta
maneira, o cliente fica condicionado a achar que, se tem 0,99 no final do
preço, o produto está em promoção.



Segundo
artigo lançado pelos professores, até grandes marcas americanas como J. Crew e
Ralph Lauren usam esta tática. Quando as roupas são de uma coleção nova ganham
um preço inteiro, quando recebem algum desconto, o preço termina em 0,99.
Muitas lojas evitam colocar estes centavos em seus preços para não causar a
impressão de serem “baratas”. Por outro lado, outras lojas usam os decimais de
propósito para criar a ilusão de liquidação.



De um em
um centavo que são “deixados pra lá” no troco, essas lojinhas vão crescendo.
Não é à toa que nas cidades existam várias “lojas de R$1,99”. O negócio é
pensar se realmente se está fazendo um bom negócio.



Quantas vezes não fomos iludidos com essa estratégia de vendedor, e achamos que estamos comprando com econômia e no entanto deixamos para trás nossos centavinhos. 
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  <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
  <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
  <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
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   UnhideWhenUsed="false" Name="Light List Accent 2"/>
  <w:LsdException Locked="false" Priority="62" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Dark List Accent 2"/>
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   UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
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   UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
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   UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
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   UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
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   UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
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   UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
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   UnhideWhenUsed="false" Name="Light List Accent 5"/>
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   UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
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   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
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   UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>
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   UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>
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   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
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   UnhideWhenUsed="false" Name="Dark List Accent 5"/>
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   UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>
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   UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
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   UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
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   UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
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   UnhideWhenUsed="false" Name="Light List Accent 6"/>
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   UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
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   UnhideWhenUsed="false" Name="Dark List Accent 6"/>
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   UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
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   UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
  <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
  <w:LsdException Locked="false" Priority="19" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
  <w:LsdException Locked="false" Priority="21" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
  <w:LsdException Locked="false" Priority="31" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
  <w:LsdException Locked="false" Priority="32" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
  <w:LsdException Locked="false" Priority="33" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
  
  
 
<![endif]--><!--[if gte mso 10]>

 /* Style Definitions */
 table.MsoNormalTable
 {mso-style-name:"Tabela normal";
 mso-tstyle-rowband-size:0;
 mso-tstyle-colband-size:0;
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 mso-style-parent:"";
 mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
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 mso-para-margin-right:0cm;
 mso-para-margin-bottom:10.0pt;
 mso-para-margin-left:0cm;
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 mso-pagination:widow-orphan;
 font-size:11.0pt;
 font-family:"Calibri","sans-serif";
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 mso-hansi-theme-font:minor-latin;
 mso-bidi-font-family:"Times New Roman";
 mso-bidi-theme-font:minor-bidi;
 mso-fareast-language:EN-US;}

<![endif]-->