With new technology comes new ways to shop online and find a good deal, but retailers also have new tools at their disposal to charge customers higher prices. "Retail guru" Anand Krishnamoorthy discusses how retailers exploit consumers' lack of knowledge to charge higher prices and how shoppers can beat retailers at their own game this holiday season (and on Black Friday).
 

Featured Guests

Anand Krishnamoorthy - Associate Professor of Marketing, UCF College of Business

Episode Highlights

1:10 - Opaque Selling
4:11 - Examples of opaque selling in the marketplace
10:59 - The truth about "list prices"
14:25 - The shopping experience and its influence
19:51 - Price matching
27:52 - The New York Times: Charging more for less?
35:13 - Variable ticket pricing
39:33 - Paul Jarley's final thoughts

 
Episode Transcription
Anand Krishnamoorthy:               This is something that many of us on the State side may not be familiar with. Eurowings is a German low cost flyer that doesn't even tell you what your destination will be, before you pay up. You will not know where you're flying to until you pay up.

Paul Jarley:                         Here's a tip for value conscious holiday shoppers everywhere. You probably don't want to buy two tickets on that airline. This show is all about separating hype from fundamental change. I'm Paul Jarley, Dean of the College of Business here at UCF. I've got lots of questions. To get answers, I'm talking to people with interesting insights into the future of business. Have you ever wondered, "Is this really a thing?" Onto our show.

Paul Jarley:                         Everybody knows that person who will go to great lengths to get a deal, but is a deal ever really a deal? We're bringing back our retail guru, Anand Krishnamoorthyorthy to explain to you that a deal, well, probably isn't really a thing. With pricing games, there's always a loser and Anand explains, that's usually you, listen in.

Anand Krishnamoorthy:               What I'll do today is talk about three broad topics in pricing games. The first of which is what we refer to as opaque selling, where product attributes are hidden. Then we'll talk about where pricing cues are hidden. We'll start off with something that firms do a lot of, which is cost plus pricing. Some of you are familiar with this term, at least you've used it in the past, which is, you figured out your cost, tack on a markup, and then figure out your price based on that.

Anand Krishnamoorthy:               Many firms practices, but if you ask them, they will not admit to it because it's a decidedly unsophisticated way to price. So why is it a problem? Let's start one, you're pricing based on things that consumers have no idea about. Consumers usually don't know what a firm's costs are. Even if they knew, why would you care? Why would a firm's production process of manufacturing plant factor into how much you'd be willing to pay?

Anand Krishnamoorthy:               As a way of maybe channeling venture payroll's book, it's because costs don't care about consumer feelings. Costs are based off of things that consumers don't care about at all. It is consumers wanting benefits, consumers wanting other attributes, et cetera, rather than costs.

Anand Krishnamoorthy:               To put it another way, if I'm inefficient, and I work for you and I take three days to do a job that you expect done in one, would you pay me three times as much? No. Then why would you expect firms to pay for consumers in terms of costs? Consumers do not want to compensate firms for their ineptitude, why would you expect cost to drive pricing?

Anand Krishnamoorthy:               So then perhaps better ways to price would be,