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The mind of the sales person: Is value perception lower than for the customer?

  • How value is perceived has a large influence on the purchase decisions of customers. Previous studies have focused mainly on the value perception of customers, but which role does the value perception of a seller play and what impact does it have on a sales conversation? Is the value of a product or service perceived equally by the seller and the customer or is there a significant difference? In this research we will specifically focus on the tourism industry and find out how sellers and customers perceive the value of a package holiday. A total of 50 sellers and 100 customers participated in our survey and the results show, that there is a significant difference in the perceived value of the offered package holiday between sellers and customers. The sellers tend to perceive value lower than the customers and in addition, the sellers’ value perception is characterized by a lower variability. Furthermore, when it comes to estimating how the other side perceives value, our results show the opposite of what the respondents expected. This research has the potential to provide an insight into the mind of the sales person and lead to a better understanding of sales psychology.

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Author:Michael Funk
Advisor:Kai-Markus Müller
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Release Date:2019/12/16
Tag:Consumer behavior; Endowment effect; Value perception; Willingness to pay
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG