Expensive or expensive

One thing is the price paid by consumers and other wear on it incurs. The price is very different from the cost, plus there are several types of cost over the life of the product: perceived cost, cost, sensory, emotional cost, cost, time, cost, pre-purchase / purchase, cost of first use, and cost of use. Tells the story of a professional who paid money for not eating in a restaurant. It happened during a business trip and the executive had not had one of his best days: started without breakfast, the first date was chosen early and sleeping late, for some reason not had the opportunity to eat. Out of their appointments at 5:45 P.M. Hungry, thirsty, tired and with the illusion of eating whatever, and. Go through a mall and finds a restaurant. The more you about the music of the place becomes heavier. Heavy metal at full volume. In doubt, take the menu that stood in the doorway to see if the food encourages him to enter. There comes a young waiter smiling and kindly inviting. Here the problems begin. The first table offered is next to a large horn.

Another, about noisy college and the third offer was off the kitchen, banging and smells. The fatigue did not allow him to judge whether it was his mind or if the place was just for another generation. Finally, back in a corner, it illuminates what the table looks ideal. Can there? question with grief, and the waiter, who all told him yes, at least it looked good, service or get a smile as if to say "finally". Appeared a but more. The dirty table. But the young waiter-called Lucan, once again comes to the rescue, smiles and clean as lightning. Ah. And feel. To eat. We serve a typical glass of water and go through the menu.

But there is a drawback, it can be. The executive suddenly feel a blast of cold air in the left ear that spreads to the cheeks and hair blows between fully hitting the skull. Unbelievable. A grid of air conditioning was aimed directly at the face that had the courage to sit there. A chill starts to climb up the spine. How cold or shame? I had to tell the waiter to the table kind either. Perhaps it would be best to flee. But how. More friendly and enthusiastic waiter could not have. How to do that to Lucan. Impossible. However, the executive refused to catch pneumonia. Definitely would not eat there today. Finally it stops, look for Lucan-who was serving water to another guest, and says "sorry, I have to go. I received a message." At the same time given a ticket for 20 pesos, smiling as if to say "please do not think I'm crazy" and leaves. Now far from the place, you realize something: money paid for not eating in a restaurant. To him it was very expensive to eat there. And the price of the dishes? Totally irrelevant. Dissect the different types of cost to the consumer: The perceived cost in turn depends on the perceived quality and is the product of the relationship between price and value that creates the prospect that gives the product.

The cost sensory, involving the senses. What happens when we put the cereal milk, what color is the flesh when in the supermarket, what smell the leaves of the book we read, what we feel in a particular store. The emotional cost is concentrated in the waste of emotions when interacting with a company in a transaction. A few people like to courage. The most common form of protest is to stop buying or cancel service there forever. Do not just talk about extremes, but discomfort, inconvenience and simple cap to deal with unpleasant situations. The cost in time is perhaps the most expensive. We are a poor society in time. The more you yearn for professional success and wealth, we have less free time and at least we want is to wait. Here is a huge gap in the market in Mexico. Quick, quick. Please. The pre-purchase cost / purchase, represented by all the aches, pains and rituals around the idea and the act of buying something. Move to get a product, find parking, locate the product, get accurate information, dealing with the seller, the ease of the payment procedures, delivery of the goods, and finally installation, are some examples.

The cost of first use. This is like the taste of the maximum peak. The first use is the golden moment. A television has to be right the first time and whatever diminishes the experience. The disappointment is huge. The cost of use. How is the enjoyment of a product throughout its life? This powerful concept of Lifecycle Cost was articulated by K. Lancaster and has been taught by C. Brumata Duxx University. Schultz, Northwestern University, also incorporates it into his model of the 4 ICs (see previous article the 4Pís evolve). The user cost is lived day by day. Breakdowns, ease of operation, durability, maintenance, etc.. The resale value of an article could be a possible measure, among others, confirming the utility. Oh, we forgot the price. The final price also is part of cost. Before thinking about the price that is established for the consumer, it might be useful to assess the real costs on their own perspective.