A Brief Description of Techniques Used By Marketers To Enslave
I attained much of the following information through my own research, some of this information may seem obvious or it may be new to you…my goal is to share this information….enjoy.
The art of training the consumer to buy particular products stems from extensive data analysis of product distribution and analysis of historical sales. This analysis along with other data is used to develop “Category Management” plans which are literally schematics of the supermarket shelves with products strategically placed where the analysis tells the category manager the product will sell the best. The placement of the product on the shelves is an extremely important part of the marketers planning. You will notice that new products are often at eye level so that they are seen first, increasing the probability of the consumer to purchase the product while older products are either high on the shelves or low where they are not as easily seen. Marketers study many aspects of the consumer’s shopping trips such as market basket analysis, buyer conversion, trial and repeat purchases and cannibalization. These are just a few of the studies that are carried out and I will expand on these and other methods of research carried out by supermarket retailers and consumer packaged goods manufacturers in future essays. Market researchers compensate consumers willing to participate in their studies…these participants use hand held scanners and cards similar to frequent buyer cards to track all of the purchases made by the consumer and all the different data that goes along with the purchase. This data includes the name of the supermarket, its location, the demographic makeup in the area or market that the supermarket resides in, if the product was purchased on promotion such as buy one get one free or coupon, time of day and all the other products that were purchased on this trip to the supermarket. These participants are also encouraged with “gifts” to participate in surveys which touch on issues that the clients of the market research firms want more information on or if the market research company believes they can profit from the sale of a particular study by selling the information to many of its clients it will carry out the study. All the data that we voluntarily provide supermarkets and market researchers is often sold to manufacturers of consumer products and the data is used to manipulate us and our children into wanting their wares. Ever notice that around the end of September you begin to see coupons for candy and Halloween related goods in your Sunday paper. They are put there to act as catalysts to jump start the sales of consumer packaged goods manufacturers products, products with slightly altered packaging for the season or the marketing event (Holiday), this is another plot to generate sales. The marketers job is to CREATE a need for their product, the need is often created through the ever so subtle programming of the population by overexposing them to advertisement with the belief that if the consumer is exposed to the product enough they will slowly begin to believe that they do have a need for this product or good. There are also social pressures used to manipulate consumers….often times in upscale markets private label products (generic or store brand) are rare and occupy some of the less visible shelf space and the variety of the private label products is slim. This is done because people in upscale markets often will not buy the private label brand and marketers realize this through the analysis of their historical sales data. So what do they do? They don’t encourage the sales of less profitable private label brands, they promote the name brands whose only difference is the brand equity or consumer loyalty that the manufacturer has cultivated in the consumer. This is all for now….if this essay is published I will go into further detail on each of the subjects I discussed.
Thank you for taking the time to read this essay.