インスタントコーヒーを買わない理由は、
香りや味が悪いとみんな言っているけれども、
本当の理由は別にあったということです。
そちらを買ってしまうと、
単に怠け者とか無駄な買い物をしているという感覚を持ってしまう・・・
だから買わないんだという結論に至りました。
そこで売り方を変えたんです。
賢い女性は、みんなこれを飲む。
要するに時間を節約したい人は、インスタントコーヒーを飲んでいます―
発売当初は、インスタントだけど香りがいいです
という売り方をしていたのですが、がらりとコンセプトを変えたわけです。
そうしたら、売上げが急増したのです。
この話を聞いて、まさに人間心理を解き明かすということだと感じました。
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