[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.avisat.cz\/cenove-kotvy\/#Article","mainEntityOfPage":"https:\/\/www.avisat.cz\/cenove-kotvy\/","headline":"Cenov\u00e9 kotvy","name":"Cenov\u00e9 kotvy","description":"Ovliv\u0148uj\u00ed v\u00e1s cenov\u00e9 kotvy u zbo\u017e\u00ed? Netu\u0161\u00edte, co to ty kotvy jsou? Ne\u017e v\u00e1m vysv\u011btl\u00edme, co dan\u00fd pojem zna\u010d\u00ed, tak v\u00e1s m\u016f\u017eeme ujistit, \u017ee v\u00e1s <a href=\"https:\/\/www.avisat.cz\/cenove-kotvy\/\" class=\"read-more\">Continue Reading<i class=\"ion-ios-arrow-right read-more-right\"><\/i><\/a>","datePublished":"2016-10-03","dateModified":"2023-05-24","author":{"@type":"Person","@id":"https:\/\/www.avisat.cz\/author\/#Person","name":"","url":"https:\/\/www.avisat.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/25a824e14ead2d36aba24b918221841350fb41cea98048e9b1929df8c4bf4bd8?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/25a824e14ead2d36aba24b918221841350fb41cea98048e9b1929df8c4bf4bd8?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"avisat.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.avisat.cz\/cenove-kotvy\/","about":["Zbo\u017e\u00ed"],"wordCount":497,"articleBody":"Ovliv\u0148uj\u00ed v\u00e1s cenov\u00e9 kotvy u zbo\u017e\u00ed? Netu\u0161\u00edte, co to ty kotvy jsou? Ne\u017e v\u00e1m vysv\u011btl\u00edme, co dan\u00fd pojem zna\u010d\u00ed, tak v\u00e1s m\u016f\u017eeme ujistit, \u017ee v\u00e1s ovliv\u0148uj\u00ed, \u017ee se podle nich rozhodujete po cel\u00fd \u017eivot.\tVysv\u011btlen\u00ed pojmuZa\u010dneme mal\u00fdm p\u0159\u00edkladem. Chcete si po\u0159\u00eddit novou plazmovou televizi. V\u00a0prvn\u00edm obchod\u011b s\u00a0elektrem prod\u00e1vaj\u00ed jednu s\u00a0\u00fahlop\u0159\u00ed\u010dkou 60 cm za \u0159ekn\u011bme 1000 K\u010d. Nebudeme te\u010f \u0159e\u0161it nere\u00e1lnost dan\u00e9 ceny, jde o teoretick\u00fd p\u0159\u00edklad. V\u00a0tuto chv\u00edli se \u017e\u00e1dn\u00e1 cenov\u00e1 kotva, tj. prvn\u00ed cenovka zbo\u017e\u00ed, nevytvo\u0159ila.V\u00a0moment\u011b, kdy ale zav\u00edt\u00e1me do ka\u017ed\u00e9ho dal\u0161\u00edho obchodu, budeme objeven\u00e9 ceny porovn\u00e1vat a vztahovat k\u00a0prvn\u00ed cen\u011b 1000 K\u010d. Cenovka 1000 K\u010d se stala va\u0161\u00ed cenovou kotvou u plazmov\u00fdch televiz\u00ed, a\u0165 jste cht\u011bli, nebo necht\u011bli.Toto se ned\u011bje jen v\u00a0p\u0159\u00edpad\u011b televiz\u00ed. Kotvy si utv\u00e1\u0159\u00edme v\u00a0pr\u016fb\u011bhu \u017eivota na v\u0161e, co chceme koupit, nebo o \u010dem uva\u017eujeme, \u017ee bychom si jednou koupili. Jsme ovlivn\u011bn\u00ed prvn\u00edm okam\u017eikem.Dal\u0161\u00edm p\u0159\u00edkladem ze \u017eivota, kde si m\u016f\u017eete ovlivnit vliv cenov\u00fdch kotev na va\u0161e vn\u00edm\u00e1n\u00ed, je p\u0159est\u011bhov\u00e1n\u00ed se do jin\u00e9ho m\u011bsta. Pokud se p\u0159est\u011bhujete do levn\u011bj\u0161\u00ed oblasti, m\u00e1te pocit, \u017ee si m\u016f\u017eete v\u0161e dovolit, utr\u00e1c\u00edte.Tedy ve v\u00fdsledku se v\u00e1m u\u0161et\u0159it nepoda\u0159\u00ed, \u017eijete v\u00a0cen\u00e1ch dra\u017e\u0161\u00edho m\u011bsta. Podle v\u00fdzkumu si lid\u00e9 v\u00a0levn\u011bj\u0161\u00edch m\u011bstech koup\u00ed i bydlen\u00ed na stejn\u00e9 \u00farovni, jak\u00e9 vlastnili v\u00a0dra\u017e\u0161\u00ed lokalit\u011b. Za\u010dnou tedy v\u011bt\u0161inou bydlet luxusn\u011bji. To stejn\u00e9 samoz\u0159ejm\u011b plat\u00ed i naopak, pokud se p\u0159est\u011bhujete z\u00a0levn\u00e9 do dra\u017e\u0161\u00ed oblasti.V\u00fd\u0161e zm\u00edn\u011bnou situaci demonstruje nap\u0159\u00edklad dlouhodob\u011bj\u0161\u00ed pobyt v\u00a0cizin\u011b nebo pouh\u00e1 dovolen\u00e1 v\u00a0zahrani\u010d\u00ed. Kdo z\u00a0n\u00e1s nep\u0159epo\u010d\u00edt\u00e1v\u00e1 zbo\u017e\u00ed v\u00a0eurech \u010di jin\u00e9 zahrani\u010dn\u00ed m\u011bn\u011b na \u010desk\u00e9 koruny a neporovn\u00e1v\u00e1 je s\u00a0cenami u n\u00e1s.\tVyu\u017eit\u00ed kotev v\u00a0marketinguZ\u00e1v\u011brem uk\u00e1\u017eeme, jak m\u016f\u017ee b\u00fdt \u0161ikovn\u011b vyu\u017eito cenov\u00fdch kotev v\u00a0marketingu, tj. v\u00a0propagaci a reklam\u011b zbo\u017e\u00ed.P\u0159edstavme si, \u017ee firma nab\u00edz\u00ed luxusn\u00ed produkt, nap\u0159\u00edklad toustova\u010d. Je ale ojedin\u011bl\u00fd na trhu, tedy lid\u00e9 zat\u00edm nemaj\u00ed vytvo\u0159enou cenovou kotvu a neum\u00ed si jej za\u0159adit. Proto nejde ani p\u0159\u00edli\u0161 na odbyt.Firma proto uvede na trh druh\u00fd toustova\u010d, kter\u00fd nen\u00ed tak luxusn\u00ed a je levn\u011bj\u0161\u00ed ne\u017e prvn\u00ed. A co se nestane. Druh\u00fd toustova\u010d se za\u010dne prod\u00e1vat. Pt\u00e1te se pro\u010d? Proto\u017ee v\u00a0jeho uveden\u00ed vznikla cenov\u00e1 kotva v\u00a0podob\u011b ceny za podobn\u00fd, ale luxusn\u011bj\u0161\u00ed produkt &#8211; za ten prvn\u00ed. Lidi ale nyn\u00ed vid\u00ed skoro stejn\u00fd produkt za cenu ni\u017e\u0161\u00ed a r\u00e1zem si um\u00ed ceny porovnat.                                                                                                                                                                                                                                                                                                                                                                                        4.1\/5 - (7 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Cenov\u00e9 kotvy","item":"https:\/\/www.avisat.cz\/cenove-kotvy\/#breadcrumbitem"}]}]