Interdependencias entre la heurística y la estrategia de precios: una aplicación para productos de alimentación de gran consumo
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Tradicionalmente, la investigación sobre heurísticas de precios se realiza de forma desvinculada de las estrategias de comunicación en las que se enmarcan los productos y servicios. Este estudio plantea la pregunta de si la heurística de precios funciona de forma similar y es igualmente efectiva para distintas estrategias de comunicación de precios. Concretamente, explora el papel que ejerce la heurística de anclaje de precios en la estrategia value pricing y su impacto en el valor percibido, así como la sensibilidad al precio del producto. Para ello se diseñó un estudio experimental con una muestra de 500 personas, donde el 50% de los participantes fueron expuestos a una condición de anclaje de precio referencial y el 50% restante no fue sometido a esta condición. El estudio se realizó en la categoría de pan de molde con dos productos de pan de la misma marca y línea, con estrategia de precios value pricing y un grupo de control. Los resultados identifican un efecto inverso de la heurística de anclaje en el valor percibido y en la sensibilidad al precio. Este estudio contribuye al desarrollo de la disciplina del neuropricing y la heurística de precios y los resultados tienen implicaciones para los gerentes de comunicación y marketing que desarrollan políticas de precios basados en el valor e interesados en pricing y neuropricing en general.
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