Pinoy WatchDog | Husbands Who Shop Fall Prey To Promo Girls

By Winston A.  Marbella

www.pinoywatchdog.com

More husbands are now shopping to help busy wives with their grocery chores, but she does not always welcome him with a hug.  It all depends on whether or not he follows her instructions to the letter.

But the wife is not exactly blameless on impulse purchases.  Three out of four brands she buys are decided in the store, although she generally keeps within her grocery shopping list.  She lets her husband shop for groceries when she is too tired to do it after work.

A tracking study of consumer buying habits in supermarkets and grocery stores finds husbands are more prone to impulse buys, especially when prodded by promotional sales ladies.  So he buys these things on top of the grocery list he got from the wife, ending up with a bigger bill.

Lifestyle driven

Lifestyle changes are driving the trend for husbands to do more shopping for the family.  Higher consumer expectations are also driving retailers to innovate and push quality standards even higher.

Stores have stopped being mere warehouses of goods but are designing environments where shoppers can experience an ambiance conducive to buying more, the study found.

One-stop shopping in gasoline stations is increasing because of the rising cost of gasoline.  Convenience stores open 24 hours are also enjoying more business.

Shoppers like the easy access provided by convenience stores, their being “always cool and well-lit,” their faster checkouts, and their “helpful and friendly staff.”

Of the in-store advertising activities, three out of ten shoppers notice promo girls and almost the same number go for taste samplers.  Close to half do not notice any advertising at all.  Almost two out of ten pick up small items near the cashier.

Of the product promotions offered on site, almost four out of ten shoppers like additional grams.  More than a third likes product giveaways and price reductions.  Almost one in four prefers raffles and free samples.  Barely one percent participates in point accumulation and rewards programs, preferring instant gratification here and now.

Moment of truth

Because the buying decision—the marketing moment of truth—happens at the store, grocers are competing in creating the right shopping experience, outstanding customer service, product availability at all times, wider choices, creative merchandising, and persuasive special events marketing like the use of pretty promo girls.

But these can go overboard.  The wife may just decide to send the maid to the neighborhood sari-store store—there are over 200,000 of these nationwide—to buy regular household items for daily use.

The prices may be a bit higher in mom and pop stores, but the total cost comes out cheaper, because the husband does not get the chance to indulge his urge to splurge.