In the group of those who say that the reductions are real is a part-that the study does not quantify, which states that products are made especially for that period, although this does not mean you have "Inferior." Another factor is doubt about the sales is that a 22'9% say that "the discount exists, but the products are lower quality and in many cases, are made especially for the occasion," a practice the National Consumer Institute prohibited.
The work was done using online surveys in November. 278 CEOs responded and marketing (marketing) of large companies, giving a margin of error of 6%. According to them, the English consumer is "impulsive" and more than half (52 `9%) buy" products that are not planned and / or need. " Men and women
In this lack of consumer sex is crucial, experts say marketing. While both men and women buy on impulse, this outburst is higher in the buyers (82.4% said so) than men (12.9% say it). Price
Within this consumer trend, vendors believe that the most influential factor in an unnecessary purchase is price. The second is "mood", a1 to attribute more than half of the acquisitions. Presentation
The third cause for such purchases is not utility, is "the presentation of the product and / or packaging design "involved in more than a third of purchases. I still desire to have" the last to appear on the market. "
brand loyalty with these constraints, the brand loyalty is lost. The Consumers buy "products they need, whether or not the marks as usual" in 48'2% of cases. One practice is to sound when compared with 31% admitting that acquires "products that do not need because they offer deals irresistible. "
role of trade associations responsible for sales policy, the cause is that English consumers are unaware of the recommendations of the associations that defend them. These "give advice, but the truth when consumers turn their backs on these tips and do not follow", says 47% of respondents. Another 41%, directly denied their inf1uencia: "No, not really look after the rights of consumers but are slowly increasing their importance," they say. Only 10, l% said that direct order to buy "more rational" without being "carried away by the bargains." Malls margin and sales volume make them shopping, followed by supermarkets, the most successful establishments cuts (over 70% said so). Those with more difficulty in competing in this field are small businesses.
"Playing with the perception"
The study results have not surprised his manager, Rafael Muniz, who has spent 20 years dedicated to marketing (he prefers the word in marketing): "This is a time when people consumer has the chip, and our job is to play with perceptions, "says the director of RMG & Associates. Plaster, clients and colleagues, the heads of large businesses know it.
The clearest example of this game is as follows: take a product that sells for $ 25 and upload it at this time at 29.90. The result is that consumers see it as a bargain, and sells better than before.
This confirms the main finding: consumers are impulsive. So the solution, for customers, not for business, is that "enough people to be rationed," he insists Muñiz.
At the risk of being politically incorrect, Muniz highlights another fact: the greater impulsivity in women than in men. But this may have an explanation because "there is less intelligent, not at all," says the director of labor. The cause is much more logical: they are what make most purchases.
A season of risk to consumers
Rebates are risk season for consumers. One of the biggest boosts to which buyers can hardly resist is to buy things they really do not need. Consumer associations warn of these dangers and also advise on how to avoid them. "It is common that consumers think that because a product has a discount of 30% or 40% are saving to buy it," explained from the Federation of Consumers in Action, Facua.
"But there is no savings to acquire things that we do not need and then we will not use," stresses Ruben Sanchez, spokesman Facu, who also warns that "it is common for some businesses stand as discounted products at the same prices that were in the Christmas season." "No Body" continues, "has monitored the prices before and during sales, but we were going to take more of a surprise." 739
claims
The English Confederation of Consumers and Users Housewives (CEACCU) also warned yesterday, when it officially began sales in the communities of Madrid and Castilla La Mancha, the other will wait for the day 8 - against the tendency to take bids "as the three-two", to acquire unnecessary products. This association also reminded that can be offered only seasonal produce. According CEACCU, which last year received 739 complaints about rebates, where consumers are more at risk when accepting as good articles of inferior quality to the season, "manufactured for sale in rebates." Nor should we swallow, stresses the body: with no credit card acceptance.
Of course, when making changes or refunds, attention: As I recall from the Confederation of Consumers and Users, CECU, each facility can take in this regard the policy as it deems appropriate. "Of course, we recommend that stores sales remain in the same terms and conditions as the rest of the year, "he added in CECU," although some do not. "To avoid shocks, the best being well informed about when and how you can exchange or return bought it, remembering "that is required to meet that right when the product is defective." are embedded in this clothing, for example, are stitching. "The consumer should refuse to buy these products because they are discounted," says CECU " can only offer balance of the season. "
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