Who doesn't love discounts?
Imagine being able to get something that you need or want at a lower price then already advertised?
Marketing ploy or eager need to clear inventory, it works wonders on a consumer's mind.
Due to the frequency of items being discounted, it creates a conundrum within the purchase behaviour of consumers.
I was in the local supermarket in the confectionery isle (yes, i love my sweet stuff), and this elderly lady commented on how her husbands favourite chocolate was not on sale this week. I smiled saying that the good things never are. She then said that she would come back another time and wait for them to be on sale.
So, what does this tell us?
This elderly dear old sweet grandma (not mine), was willing to wait a few days or weeks until her husbands favourite treat went on sale again.
All just to save a few cents or more?
Items such as confectionery are considered to be low-involvement products. We've been taught that decision making is relatively quick and simple. It's a hit or miss. Obviously, price was the main factor here.
However, to this elderly lady, it wasn't about the big picture (purchasing her husbands favourite treat), but more so about the perceived value due to the previously advertised discount.
If you like something, buy it.
Think about it, you'll make the money back right?
I'm pretty sure if it was her husband at the supermarket, he wouldn't give it a second thought. He would buy his favourite treat.
There's a difference between being rational, emotional and then just doing it.
For many of us, we tend to rely too much on an advertised discounted price rather than the real value that it holds to us personally.
The Creative Strategist