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Shop But Don't Drop

| 10/25/2010 3:08 PM Monday

It’s that time of the year when you should keep your worries aside and participate in the joyous occasion of Diwali, the festival of lights. And with a festival of this scale, can shopping be ignored? Definitely not. Small wonder then that companies and retailers are stepping on each other’s toes in a frenzied melee to lure the shoppers with all kinds of offers for a wide variety of products ranging from hair oil to flat screen computers and chocolates to air-conditioners. There is advertising everywhere, from those in the newspapers to the huge hoardings, from television commercials to radio spots. The railway stations, airports, shopping malls, cinema halls… almost each and every place is packed with fancy advertisements trying to attract the attention of the consumers. And the thing is that most of the shoppers fall into the net spread by the sellers. At times, this proves to be a costly mistake. Therefore, the best thing is to be cautious. Shop for what you really want rather than what companies want you to purchase.

Global Phenomenon
This buying spree during any festival is not unique to our country alone but is truly a global trend. What differs is the timing. In India, for instance, the highest recorded sales are during Dusshera and Diwali while in Europe and the USA the peak is reached during Christmas while in the Middle East countries it happens during the month of Ramadan. Psychologically speaking, why do most of us tend to splurge in such a fashion only during a festival? “The real reason behind people turning into seasonal shopaholics and very often regretting it later can be attributed to cultural adrenaline. A festival means celebration and celebration requires items that are to be used during that time which includes gifts for kith and kin, and friends. So, but naturally, the purse strings are loosened during festivals,” reasons Dr Swati Kashyap, Senior Consultant and HOD, Behavioral Medicine, Fortis La Femme.

The Game Plan
To exploit the potential of the market to its fullest, the customers’ psyche plays a vital role and nowadays companies pay special attention to devising various way and means of impacting the conscious or subconscious buying decisions of the customers. This includes all kinds of discount offers, exchange schemes, free gifts, etc. The bottomline is to play upon the temptation factor. “Companies usually target their customers through very cleverly designed advertisements. We see and ignore them but they have a tremendous impact on the subconscious mind, the effect of which is seen when we go out to shop for specific products.

 

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