SUPER TRICKS FOR U

Don’t get caught by sneaky supermarket tricks.

With Kiama Woolworths closing and the cost of living continuing to skyrocket, Kiama residents are more susceptible than ever to sneaky supermarket tricks.

The University of New South Wales has conducted research into supermarket consumer ploys aimed at making consumers spend more.

Right now we are experiencing one of the worst cost of living crises recorded according to recent data from the Australia Bureau of Statistics. With high inflation rates and stagnant wages, there is no doubt that working Australians are “very price conscious”, says Professor Nitika Garg, School of Marketing at UNSW Business School.

tasafoetida(gumfroma varietyoffennel) tginger 1twhilechilipowderor blackpepperpowder ¼ cupcoriander,finely chopped,reserveaTfor theend

1cupspinach,chopped

⅓ cupsourcream

1Tcoconutcream

1cupvegetablestockorwater

1cupwhippingcream

½ tsalt

Inthesamepan,addthebutter.

Addtheasafoetida,thenthegarlic/ginger,andstirfor20 secondsoruntillightlygolden.

Addthewhitechillipowder,sautefor20seconds,andtossin theherbs(cilantro).

Tossinthespinachandletitcookandwiltfor2minutes.

Addthesourcream,coconutcream,stock,andsimmeron mediumheatfor2–3minutesuntilreducedandslightly thickened.

Addthecreamandtherestofthecilantro.tastethesauceand seeifmoresaltandpepperisneeded.

Servewithsomericeorsomebread,ensuringthere's somethingontheplatetosoakupallthatamazingsauce!

Yet, we’ve all experienced walking into the supermarket to buy milk, and coming out with a trolley full of stuff you didn’t even know you needed. Welcome to supermarket consumer behaviour, where supermarkets implement strategies to get consumers to unknowingly buy more items.

According to Professor Garg, there are some key tactics to watch out for when supermarket shopping. She says that these tricks are all based on consumer psychology, designed to trigger reminder or impulse purchases for the consumer.

1. Locked-in deals: These are commonly identified by bright red labels on items and typically present a capped price until a specified date. Consumers may be misled into believing that purchasing the item before the deadline offers greater cost-effectiveness due to the deal. However, the price of the locked-in deals is often the same as the original price of the item.

2. Store layout: Supermarkets design the layout of the store to purposely put staple foods such as milk and bread far away from each other – and usually at the back of the store. This tactic is designed to make a consumer walk through the store and spend more time.

3. Bigger-sized carts: Studies in the USA have shown that some trolley sizes in supermarkets have doubled in size since first being introduced. This has resulted in consumers typically buying 40 per cent more food items. The idea behind this is that consumers are tricked into thinking their shopping trolley appears to be missing food items.

4. Music: Have you ever wondered why supermarkets typically play more relaxed, slow-paced music instead of fast and upbeat tunes? It’s not a coincidence. Supermarkets strategically choose calming music to create a relaxed atmosphere and encourage customers to stay longer, enhancing their shopping experience and getting them to buy more.

5. Store deals: the ‘buy two, get one free’ deals and similar schemes may initially appear as an excellent opportunity and a cost-effective method of saving money if it’s an item you buy regularly. However, if it’s an item that has a short expiry date, is it realistic that a consumer will consume all three items before the expiry date? Furthermore, certain supermarkets show, for example, ‘buy two for $10.00’, making it appear as a deal and misleading the consumer by implying that you are saving on cost. However, upon closer inspection, you might find that the price of one item is just its regular price, that is, half of the price of two.

Professor Garg explains that the obvious answer to why supermarkets use these tactics is that “their purpose is to sell more, that’s their job, they are storing lots of goods. They want you to buy more than what you have on your list.”

by Donna Portland