3) Trolley Size: Retailers, to get us to buy more per visit have increased the size of the trolley. Research indicates that when the shopping trolley is sparsely filled, it subliminally indicates to shopper that they have not shopped enough … there is still scope for more shopping. And vice versa.
Take a shopping trolley whose size is small. It gets filled faster & with less number of items. The moment that happens we will curtail our shopping. But it the trolley size is bigger then we will continue to shop more till the the 'bigger' trolley gets filled! Bigger trolley means more sales for the retailer.
4) Hot Buttons: To get us to behave irrationally inside the retail sotres, retailers use ‘Hot Buttons – 'Free', 'Off', 'Sale', 'Only', 'Now', 'Just', 'Limited' … When we come across these terms then 2 behavioral sciences principles come into play –Scarcity effect, Fear of regret. Result: We behave irrationally & end up buying!
5) Planned Obsolesce: Today's manufactures, ranging form electronics to automobiles & everyone in between, design their product's so that its useful life is limited.
Take iPhone. Every 18 months a new model is launched rendering the pervious models ‘inferior’. And in the case of Apple a mad ‘Q’ gets formed to get there hands on the newest offering! Result: Peope end up buying the new iPhone even when ther existing iPhone is working perfectely!
Let us move to automobiles. They too come out with a new model every 36 months rendering the previous models ‘inferior’. And for people like me who do not succumb to this bait, they design components in a manner that they last for a limited number of years. After that they start giving problems. And when I want to repair them, the replacement components are either very expensive or not available at all. Result: The high cost of replacement or non-availability of spare parts will ensure that I get myself the latest model.
5) Advertisement: They are designed to create aspirations & subliminally encouraging you to keep up with the Johanna's.
6) Buy Back: You have been using your sofa for many years. It is still in good conditions. You see an adv. for sofa which create desirability in you to buy it. But you do not have space in your home for keeping 2 sofa sets. Do not worry – the advertiser will offer to buy back your ‘old’ sofa + give you a discount for it. By ‘buying back’ the ‘old’ sofa & giving you discount the advertiser has not only made it lucrative for you to buy his new offering but created space in your home for you pander to your desire.
I am sure you too would have ended up buying / consuming things which you did not need or had resolved not to buy or had wanted to postpone the purchase decision. Do share your experiences. I will be fun!
Comments
Harveen Singh Johar
I am resolved not to buy the fries at McD and have been successful. However, happens with me too. I usually end up buying watches this way. One of the recent example was for a Tag Heuer watch which i got when it was unplanned. Of course, this was really a limited piece and not a planned scarcity like done with commodity products. Even Ferrari has been known to do this. A few extra lakhs worth of Gold ink inscription on Nappa seats is a must have :)
12 Jul 2015, 12.46 PM
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Rajesh Srivastava
Harveen most of us fall into teh 'trap' - if not Mcdonald then 'Tag Heuer! We are after all human & smart companies realize this & pander to this weakness of ours.
18 Jul 2015, 07.44 PM |
Shilpesh Mishra
Toothpaste ads show that they cover all toothbrush bristles with toothpaste. People assume that that's the correct way to keep their mouth clean, and end up doing the same. Result: More toothpaste use than is required.
13 Jul 2015, 10.28 AM
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Rajesh Srivastava
Shilpesh Mishra I agree. This strategy has a behavioural science principle - Expert bias, embedded in it. Viewers belive that manufacturer are experts & they know best & therefore ti make sesnse to follow them!
18 Jul 2015, 07.47 PM |
Aniket Hinge
hot buttons are definitely the money suckers...I went to this retail mall to buy germkiller kit for my water purifier worth Rs.250 and ended up with total bill of Rs.584 that mostly had the food items which lasted for next 4 days burning my pocket for almost double amount...!!!
16 Jul 2015, 10.38 PM
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Rajesh Srivastava
Anket Hinge it is belived tha there is just 1 in a million chances that a person goes into a modern store to buy a bread & comes out after buying only a bread. Reason - modern retailing is based on the concept that ' product creat there own demand'!
18 Jul 2015, 07.49 PM |
Khushal Gupta
buy back is something that influence us more than any other above factor to buy those items which we don't require... usually we replace our old set up during festivals and this is now in r behaviour that has raised competition among vendors to come out with innovative schemes, offers.
17 Jul 2015, 05.32 PM
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Rajesh Srivastava
Khushal Gupta different people get enticed by different schemes /offers. To each there own!
18 Jul 2015, 08.05 PM |