Are we getting addicted to deals and offers?
Ever noticed how a child who is used to watching
cartoons on television while having food, cannot be made to eat when the
television is off and the cartoon is missing? Or the teen who rebels against
homework when deprived of the allotted internet time of the day? Addiction to
deals starts early in life, creeps in slowly...and then becomes a habit, almost
a way of life. That’s what we see today in the market too.
But what is so addictive and attractive about deals to consumers?
It goes beyond rationality and value, and is perhaps reflective of where we are today, as a society. Consumption is the mantra we chant, shopping is the new entertainment, and deals enhance the “consumption as entertainment” quotient, by creating an (almost) magical climate for consumption.
And of course, for those consumers who are still a bit abashed about their cravings, deals provide a kind of legitimacy to their profligacy (wasn’t I smart to have bought 2 pairs of shoes for the price of one??). So yes, consumers can be labelled as “dealaholics” – because for many years they have been weaned on a diet of ‘Free’, ‘Extra’, ‘Sale’ and ‘More’.
Indian consumers cannot be labeled as ‘addicted’ to deals
There is a fine line between addiction and behaviour most commonly displayed in certain circumstances. However, Indian consumers cannot be labelled as ‘addicted’ to deals and offers in that sense.
In the last one and half year, the world has changed for the Indian consumer -- As compared to one year ago, when the down trend was palpable and anxiety levels up, today, the growth story is real leading to less anxiety amongst consumers. However, there’s a spectre of inflation and more immediate day-to-day worries have cropped up with rise in petrol and food prices. In their adjusting to it, most consumers are re-evaluating their choices, behaviours, loyalties and have changed their shopping habits.
They may tend to reduce their expenditure in their basic and indulgent expenditure in order to protect those purchases that, while strictly non-essential, are seen as essential little treats that make their days a little brighter. They tend to be low cost, but highly valued. It could be a DVD rental or a top up on the phone.
They also try to protect higher expenditures which are a core part of their identity and lifestyle that they are reluctant to give it up. This could include a higher features phone, gym membership, a pay-TV subscription or the annual vacation. Thirdly, in these economic conditions, being seen as a savvy consumer is an increasingly strong aspiration. And that tempts many to call them ‘dealaholics’
But what is so addictive and attractive about deals to consumers?
It goes beyond rationality and value, and is perhaps reflective of where we are today, as a society. Consumption is the mantra we chant, shopping is the new entertainment, and deals enhance the “consumption as entertainment” quotient, by creating an (almost) magical climate for consumption.
And of course, for those consumers who are still a bit abashed about their cravings, deals provide a kind of legitimacy to their profligacy (wasn’t I smart to have bought 2 pairs of shoes for the price of one??). So yes, consumers can be labelled as “dealaholics” – because for many years they have been weaned on a diet of ‘Free’, ‘Extra’, ‘Sale’ and ‘More’.
Indian consumers cannot be labeled as ‘addicted’ to deals
There is a fine line between addiction and behaviour most commonly displayed in certain circumstances. However, Indian consumers cannot be labelled as ‘addicted’ to deals and offers in that sense.
In the last one and half year, the world has changed for the Indian consumer -- As compared to one year ago, when the down trend was palpable and anxiety levels up, today, the growth story is real leading to less anxiety amongst consumers. However, there’s a spectre of inflation and more immediate day-to-day worries have cropped up with rise in petrol and food prices. In their adjusting to it, most consumers are re-evaluating their choices, behaviours, loyalties and have changed their shopping habits.
They may tend to reduce their expenditure in their basic and indulgent expenditure in order to protect those purchases that, while strictly non-essential, are seen as essential little treats that make their days a little brighter. They tend to be low cost, but highly valued. It could be a DVD rental or a top up on the phone.
They also try to protect higher expenditures which are a core part of their identity and lifestyle that they are reluctant to give it up. This could include a higher features phone, gym membership, a pay-TV subscription or the annual vacation. Thirdly, in these economic conditions, being seen as a savvy consumer is an increasingly strong aspiration. And that tempts many to call them ‘dealaholics’
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