[:en]Discounts and cut prices do not expanding sales![:sl]Popusti in nižanje cen ne večajo prodaje![:]

[:sl]Spremembe v gospodarstvu, kažejo različne premike tudi v prodajnih pristopih pri nakupnih odločitvah. Nižanje cen se zdi samoumevno v obdobju gospodarske krize, vendar ali je to res učinkovito orodje?[:en]Changes in the economy are also reflected in different shifts occurring in the sales approaches and purchase decisions. Lower prices seem to be a normal thing in the period of economic crisis, but the question is whether lower prices are a truly effective means of selling?[:][:sl]

Prodajalci z različnimi pristopi vzpodbujajo kupce k nakupu. Kupci: »Težko se je upreti«, saj se kupec odloči v trenutku za nakup dobrine, ki jo pred prihodom v trgovino ni načrtoval. Raziskava agencije Ogilvy Action, je pokazala, da se kar 29% ameriških kupcev odloči za nakup dobrine, ki jo predhodno niso načrtovali. Pomembno vlogo pri tem imajo prodajni zasloni, ki se nahajajo v trgovinah in prikazujejo izbrane izdelke za kupce in druge ugodnosti.

Izkazalo se je, da so prodajni zasloni odličen medij za vzbujanje kupčevega zanimanja in vplivni faktor pri nakupnih odločitvah. V raziskavi, ki je bila opravljena v februarju in marcu med 6000 kupci različnih dobrin, so ugotovili, da imajo prodajni zasloni celo večji vpliv, kot nižje cene. Vzbujajo impulzivne nakupne odločitve, saj je kar 24% kupcev priznalo, da so kupili dobrine le zato, ker so jih prikazali na prodajnem zaslonu. Tukaj gre verejtno tudi za psihološki vpliv, saj se včasih niti ne vprašamo, zakaj smo kupili neko dobrino, čeprav smo jo videli na prodajnem zaslonu ali plakatu in si jo nevede vtisnili v spomin.

Pomanjkljivost raziskave je predvsem v času, saj je bila opravljena pred občutnim poslabšanjem gospodarstva. Vendar so rezultate podprli tudi z nedavno raziskavo v oktobru, ki je bila opravljena v restavraciji s hitro prehrano in prišli do podobnih ugotovitev. V obeh primerih se je dvakrat več kupcev odločilo za nakup, zaradi prodajnih zaslonov ali ostalih oblik promocije (degustacije) in pri tem ni imela nobenega vpliva cena. Tako so analitiki podprli ugotovitev, da prodajni zasloni lahko sami peljejo prodajo, brez nižanja cen.

Lahko rečemo, da imajo največjo vlogo pri nakupnih odločitvah oči in občutek lakote, ki kupce spodbudi, da so pozorni na vizualne efekte (prodajni zasloni, degustacije) in pri tem pozabijo na ceno. V času recesije se kupci postajajo skromnejši, saj ne opravljajo več vsakodnevnih nakupov, ampak se obnašajo bolj racionalno. Eden od načinov, kako ustaviti zmanjševanje nakupov je tudi začasno znižanje cen, ki pa dolgoročno ne predstavlja pravega ukrepa.

Vir: www.adage.com[:en]

Salespeople encourage customers to make purchases by using different approaches. The most valuable type of purchase is an impulsive one, when a customer decides to make a purchase in an instant with no previous planning to buy the item. A research conducted by the Ogilvy Action agency shows that as many as 29% of American buyers decide to make a purchase without prior plans of buying the product. Advertising screens placed in shops and showing shoppers selected products and other purchase benefits, play an important role in this field.

As it turns out, advertising screens represent an excellent medium type for stimulating interest in buyers and an influential factor when it comes to making a decision to purchase. Through a research conducted in February and March among 6000 buyers of different products, it was established that advertising screens even have a greater influence on buyer’s decisions that low prices. Screens stimulate impulsive shopping decisions, since as many as 24% of buyers admitted to having bought products just because they were shown on an advertising screen. This concept probably includes psychological influence since shoppers sometimes do not even ask themselves why they bought a certain product, even though they have seen it on an advertising screen or poster and have unconsciously memorized it.

However, downsides of this research lie in the time dimension, since it was conducted before situation in the economy started to deteriorate significantly. Nevertheless, the research results were supported by a recent research conducted in October, which was carried out in a fast food restaurant and revealed similar results. In both cases, there were twice as many people making a purchase on the basis of watching advertising screens or due to other promotion methods  (product sampling), while price was not a factor in their decisions at all. This way, analytics supported the theory that sales can be efficiently managed through advertising screens, which does not require lowering the prices.

In this case, we can say the greatest role in making purchase decisions is played by visual senses and the feeling of hunger, which make shoppers concentrate on visual effects (advertising screens, sampling) and forget about the price. In the time of economic recession shoppers are becoming less ambitious in their shopping as they make no more day-to-day shopping and choose to behave more rationally. One of the ways to stop the decline in shopping is to make temporary cuts in prices. However, this measure does not bring an adequate solution in the long run.

Source: www.adage.com[:][:sl][:en][:]

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