Buyer syndrome. How to deal with it?
More recently, foreign marketing experts published the results of their sociological research. According to a survey among American schoolchildren and young people, it was revealed that 89% of them cannot resist the temptation to buy some kind of treat in supermarkets. Moreover, the respondents themselves often state that when they entered the supermarket, they did not plan to buy anything like this, simply could not pass by the “rich” counters. Reader, does a similar thing happen to you often? I think that very often. Few can boast of clear planning daily purchases. To resist the temptation of shopping in supermarkets with such an abundance of products is now difficult. Moreover, the market economy, to which Russia is so eager to follow the example of its western neighbors, focuses on large-scale purchases of all kinds of plans. From the point of view of the market, it is necessary to create a situation of constant consumption, which will be carried out by numerous buyers. Let’s talk about how to save your money from the daily mass market attacks. How not to turn into a maniacal buyer? How to make only those purchases that are really important and necessary? Before giving high-quality recommendations to prevent the “buyer” syndrome, let us dwell on the tricks of the market that force us to unknowingly “open” our wallets. Cunning No. 1 Did you notice that all outlets with grocery and household goods switched to self-service mode? Shops called “supermarkets”, which are so widespread across the ocean, began to take root in our country, especially in large cities. The secret of the supermarket is simple: this mechanism, like an aerodynamic pump, pulls hundreds or even thousands of rubles out of you for one trip. The smartest marketing people in the world have developed such an interesting “way to communicate” with a customer. A simple psychological device acts here: a person sees a thing that he can freely take, he does not need to stand in a queue, as before, to ask for a product from a seller who for some reason is not in the spirit and “barks” at a pale buyer. Supermarket – complete freedom of choice: take what and how much you want. Trick number 2 In the supermarkets, shelves with products or other household goods for some reason are almost flush. So, it’s difficult to break up two customers with a cart, and if we look at the rush hour in the store, when everyone comes back from work and scurry around, hurry with their eyes in search of food on the counters, then this picture resembles a crowded bus, where you don’t enter go out. You never wondered, why not supermarket owners create convenience for expensive customers? This is a special marketing trick. In many supermarkets, the aisles between the shelves are also cluttered with boxes of vegetables or other products piled up in a large cart. The trick is to make the buyer pay attention to the product, painted on the shelves. And if you are “stuck in traffic” in the aisle of the store, and on the right and left there are only counters with goods, then you don’t want it, and your eye falls on an appetizing jar or a beautiful bottle. Cunning number 3 Each of us heard that in large supermarkets – hypermarkets – you can buy everything at the lowest prices, as there are special promotions and discounts for a large number of products, and this is profitable. It is a myth. Such amounts of food, in particular, are simply not needed by anyone, by and large. There is a rather limited list of products that can be stored for a long time and remain healthy. Then why buy “tons” of cheese, even if it was at the lowest price, but it can not be consumed on time? In the hypermarkets you are offered everything from a stack of chips to a trash can and rubber oversheets. This technique provokes buyers to purchase so many unnecessary things that they would hardly have bought if they were not concentrated in one place. And there are many such tricks; only the most basic ones are indicated here. Recipes from the “buyer” syndrome 1. Take the principle of shopping planning. Before entering the store, make a list of what exactly you need to buy. The mistake of many buyers is that they act according to the rule – “I saw, I should buy it” (the error “UNK”). Before shopping, think about what is really necessary, and without what you can do. Believe that making a shopping list is a matter of five minutes. And to save money without spending on unnecessary things, in this case, up to 30% of funds can be spent in one trip. 2. After you make a shopping list, indicate the approximate amount of the cost of purchasing these things. Since the price of goods varies with the speed of quotations of the currency exchange, the exact calculation is useless here. In addition, some things may not be on sale, they will have to be replaced by others. Set an upper limit on the funds you can spend. And strictly stick to it during the shopping trip.