Theory of Impuls Buying behavior
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For a start we make assumption of an audience like
this:
1. The prospect must have money to spare.
2. The prospect has some kind of credit or debit card.
3. The prospect go to store with a plan to buy a
thing.
4. There lay a complex category of stuff to be bought.
Q: Why they put main food and frozen food at the back
of the store?
Q: Why the alley there is wider than the other alley?
Q: Why they give some fancy trolley so big that could
box in your kid?
Gestalt answers:
-Like the hunter of our stone age ancestors, those
modern money hunters put and prepare traps and alleys
and room for hunting ground; even as we first enter
the store, a buyer has to face colorfull and complex
stuff that so numerous that need a pointer to follow;
the mind should be distracted and confused so in due
proccess would lose its rationale logic and being
taken over by mere perception.
If he needs item A, than there is item B similar and
item C not so similarbut has a close proximity with
lower price; why not buying all, saving time?
If they need food and they find out so many other food
and big volume still match the trolley, why not buying
them all, saving time?
-If they already bought big food item, but must walk
pass small items for daily use, why not pick them all,
sving time?
-Than they find out atthe cashier all snacks, soft
drinks, ready to consume, why not take them too? since
the trolley still has room for small things like that.
So, as you plan to buy a kilo of meat, a kilo of
sugar, a couple of detergent cachet, finally you get
out of store full of other thibd too; milk, chocolate
snacks, peppermint, vitamin, a pair of socks, mineral
water and a bunch of tissue. What a hell happened?
With credit cards, your money lost is only a tiny
numbers on a tiny struck that looks unreal.
That’s called IMPULS BUYING.
Gestalt law match at least on 3 perceptions:
1. Similarity.
So many similar product stack together confusing your
accounting mind to choose or pick out; so, easy
solution, if you are in doubt, buy a couple of them at
once, recount them later at home.
2. Proximity.
The more other buyer get the trolley and stroll and
pick things with you the more comfortable you are on
doing that picking things behavior.
3. Law of Good Continuation.
You won’t find a shotgun or a hiking boots over there,
so it won’t scare you and confuse you any further.
Tags: behavior, impuls buyer, micro marketing, segmentation, supermarket
