Coming to a shopping center, supermarket or a small shop next to their home, customers are sure: only they themselves decide what they need to buy and how much money to spend. But in fact, we are skillfully managed by marketers – specialists who create such conditions so that visitors stay in the store for as long as possible and leave as much money in it as possible. They are good psychologists and analysts who use various tricks to get people to spend more.
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- 10. Placement of goods
- 9. Music
- 8. Huge discounts
- 7. Attractive appearance of goods
- 6. Sophisticated lighting
- 5. Price contrast
- 4. Scarce foods
- 3. Positive emotions
- 2. Imitation of demand
- 1. Resizing
Table of Contents
10. Placement of goods
The goods in stores are arranged according to special principles. There are special programs that record eye movements. Based on the data obtained from these records, marketers determine the places on the sales floor where customers are most likely to focus their eyes. It has been proven that people are more willing to take goods that are at eye level. It is here that more expensive products or things are exhibited. Not everyone will lean towards the lowest shelf or reach the top – and this is where the goods are cheaper.
Often, at the bottom there are products intended for little visitors: cookies, cereals, candies in colorful boxes with images of favorite children’s heroes. The goods are at the level of the eyes of babies or a little higher – thus, children cannot pass by the bright packaging and ask their parents to buy the product they like.
9. Music
Numerous studies show that music played in a restaurant or mall makes us spend on average 10% more than we would spend in silence. This is due to the fact that a person relaxes, ceases to rush, respectively, spends more time in a cafe or store and makes unplanned purchases.
8. Huge discounts
Discounts are a powerful marketing ploy that gives stores huge benefits. Are there any material benefits for buyers? Unfortunately, not always. Often a few days before the sale, prices rise by 25-70%, and during the promotion, the product is again sold at the old price, as if with a huge discount. Of course, there are also bona fide salespeople who run real sales. But here, too, the buyer is trapped: low prices make us buy more than planned. Our psyche works in such a way that we don’t want to miss the benefit at all.
To avoid overpayments during sales, try to periodically pay attention to the prices of those products that you plan to buy during the discount period. Sometimes it is more profitable to buy the item you like after the end of the promotion.
7. Attractive appearance of goods
First of all, the buyer pays attention to the appearance of the product. Therefore, a whole staff of specialists is working on the design of packaging for products and things: artists, psychologists, marketers. It has been proven that people are more willing to buy food in containers with large inscriptions. Big letters inspire more confidence, seem to be a guarantee of quality. The color scale also matters. We subconsciously choose packaging that is associated with a healthy lifestyle. The most preferred color is green, blue, orange.
In shops, fruits and vegetables are always washed and rubbed to a shine. Often they are sprayed with water, giving the impression that they have just been plucked from the garden. It is also a marketing ploy to attract buyers with the appearance of the products.
6. Sophisticated lighting
Studies have shown that a person subconsciously chooses products of a certain, “right” color. Despite the fact that all cucumbers are green and bananas are yellow, each vegetable and fruit has a preferred shade that attracts consumers. Knowing this, the lighting in commercial premises is specially adjusted to achieve the desired color.
In fitting rooms of clothing stores, the light falls so that the person’s figure looks more slender and fit. The pinkish tone of the lighting makes the skin appear tanned and even. The customer loves his reflection in a new outfit and is ready to make a purchase.
5. Price contrast
On store shelves, you can often see two products of the same category with the same characteristics, but with a large price difference. And even if this thing is not needed at the moment, there is a great temptation to purchase it in order not to miss out on a lucrative offer. This feature of the human psyche is skillfully exploited by marketers, making people believe that they have made a very successful purchase.
4. Scarce foods
In the eyes of buyers, the most valuable products are those that are scarce on store shelves. An illusion is created that this is a very popular product, and the person, without hesitation, puts it in his basket. The phrases magically affect our consciousness: “The quantity is limited!”, “Hurry up to buy, there are only 10 pieces left”, “Exclusive!” and the like.
3. Positive emotions
Positive emotions encourage us to spend more. In a good mood, we will eat more food in the cafe, buy more clothes or groceries in the store. Therefore, a certain atmosphere is created in each outlet, the task of which is to give the client a mood. Music, decorated sales areas for the holiday, friendly consultants, small gifts – all this prompts us to make a purchase decision.
2. Imitation of demand
We are attracted to products that are popular with other people. We believe that if the majority buys, this indicates a good quality of the product. Therefore, marketers create the appearance of a huge demand for the product: they remove almost everything from the shelf, leaving only a few units. People think this product is so good that it almost sold out. And they put it in their basket.
1. Resizing
Some manufacturers increase the usual volume of the product sold, which entails an increase in price. It also happens vice versa: the volume decreases, but the cost remains the same. For example, instead of 1 liter of milk, 900 g was poured into the bottle, but the price did not change. If the buyer is used to buying products of this particular brand, he is forced to overpay or look for another suitable product.
It’s impossible to avoid all the tricks of the marketer, but try not to fall for at least the most obvious ones, and this will help you not to spend extra money.