I was checking out the price of Windows 7 Professional for my new laptop, and I was pleasantly surprised to see that Microsoft has put some nice thoughts into Windows 7 pricing. Microsoft has listed the following options for Windows 7 Professional on its website:
Do you think Microsoft is making some mistake here and selling the Windows 7 Professional and a 4GB pen drive for the same price as it is charging for just the standalone Windows 7 Professional? I am sure that's what Microsoft wants people to believe!!
A 4GB pen drive costs around Rs. 250 (~ US$5.6). So on a purchase of Rs. 10,690 (~US$237), it represents a small discount (2.3%). Although the discount is so small, I can guarantee that majority of the people looking to buy Windows 7, after looking at these options will opt for the fourth option, which is Professional + Pen Drive.
Microsoft is doing an amazing job of putting the pricing best practices at work. By striking off Rs 14,760, and putting Rs 10,690 instead, Microsoft is implying huge discount. Notice, they are not using the term 'Sale' or 'Discount' anywhere, but this option gives an impression of discounted price. Did you notice the Red color and the bold font? Did anyone get an impression that this must be a limited time option, although Microsoft is not saying it is?
Next, Microsoft is using the powerful term 'FREE' in the best possible manner. 'Get a 4GB pendrive, absolutely Free'. Also in the display, the pendrive's size has been zoomed to make it appear big (if you are using the box size for reference). Although, a free 4GB pen drive represents a very small price discount, but here this discount will appear as big enough for customers to spend Rs 10,690 vis-a-vis spending Rs. 6,590 on Home Premium, or Rs. 5,690 on Home Basic. Prospect Theory too is at work here. Prospect Theory says that customers have a tendency to exaggerate, be it rewards (as with lottery tickets) or penalties (which makes them spend money on insurance).
Customers have a tendency to purchase between the top (advanced) two options available to them. By creating a variation in the top option, making one variant of the top option appear markedly better, Microsoft has increased the customer likelyhood to purchase the top option.
Nice job Microsoft!!
Do you think Microsoft is making some mistake here and selling the Windows 7 Professional and a 4GB pen drive for the same price as it is charging for just the standalone Windows 7 Professional? I am sure that's what Microsoft wants people to believe!!
A 4GB pen drive costs around Rs. 250 (~ US$5.6). So on a purchase of Rs. 10,690 (~US$237), it represents a small discount (2.3%). Although the discount is so small, I can guarantee that majority of the people looking to buy Windows 7, after looking at these options will opt for the fourth option, which is Professional + Pen Drive.
Microsoft is doing an amazing job of putting the pricing best practices at work. By striking off Rs 14,760, and putting Rs 10,690 instead, Microsoft is implying huge discount. Notice, they are not using the term 'Sale' or 'Discount' anywhere, but this option gives an impression of discounted price. Did you notice the Red color and the bold font? Did anyone get an impression that this must be a limited time option, although Microsoft is not saying it is?
Next, Microsoft is using the powerful term 'FREE' in the best possible manner. 'Get a 4GB pendrive, absolutely Free'. Also in the display, the pendrive's size has been zoomed to make it appear big (if you are using the box size for reference). Although, a free 4GB pen drive represents a very small price discount, but here this discount will appear as big enough for customers to spend Rs 10,690 vis-a-vis spending Rs. 6,590 on Home Premium, or Rs. 5,690 on Home Basic. Prospect Theory too is at work here. Prospect Theory says that customers have a tendency to exaggerate, be it rewards (as with lottery tickets) or penalties (which makes them spend money on insurance).
Customers have a tendency to purchase between the top (advanced) two options available to them. By creating a variation in the top option, making one variant of the top option appear markedly better, Microsoft has increased the customer likelyhood to purchase the top option.
Nice job Microsoft!!
