Why Do We Buy More !

.....how many times have you been attracted to your neighbourhood retail store and ended up buying extra or MORE than what you had planned for , you walk in for a cold drink , you get a couple of chips packets ,get a shaving razor , get attracted to the latest deo , so a 50 Rs bill would have touched 200+ ,or maybe more if the shaving razor is Gillete Mach 3 !

What was a very organised phenomenon , wherein our mothers would plan and do the monthly buy , the only other major shopping occasions were festival led ,has all changed to random and on demand shopping , thanks to our friendly neighbourhood retail outlet, our purses are surely getting lighter each time we make a visit .Organised retail in one way is surely increasing consumption

Don't think Brands are cribbing , for if someone has walked in for cold drinks and bought a shaving razor or vice versa ,as long things sell it should be ok ! so how does this work , here is my take on why are we going thru this ,ie on WHY DO WE BUY MORE!

Plastic money ! more Indian's are surely getting enrolled into credit or debit card lure , numbers in terms of cardholders are low , but are shooting up .As long as it was cash deals alone we were under check now there is not much control .

Stress level ! this one mite be debatable , more consumers are stressed out than earlier, for instance a drive back from office to home that was considered to be a peaceful activity , well not anymore , more consumers are looking at shopping as a good blanket on the everyday stress .So u end up buying more than you want just to get that good feeling of getting something new , though that purchase mite not be necessary at that moment .

Offers ! the other reason is some good offer that's running , most retailers are undercutting prices below than the MRP ( hope brands are aware of these moves ! ) hitting directly at small kirana store for sure , so when one walks in to these outlets and see some attractive deals you walk in to the well laid trap .Plus if you see value you buy more or unplanned items , the combo deal usually works in these outlets !

Merchandising ! I don't know whether we realise , brands and section merchandised well , and stacked well with a clear cut display can also catch the eye and pinch your pocket !

Rightly placed ! Brands that you end up having in your shopping bags are most likely the ones which vie for space next to the cash counter , the complete impulse ones , batteries , shaving items , chewing gums etc tops my list !

So next time you have planned a visit to a retail outlet for x purchase , don't be surprised if you come out with x+y+Z , am sure you would have already realised this ,organised retailing is surely getting our share of wallet !