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Why can’t we stop buying? So can we stop shopping when we understand the principles of its operation? The answer is no. Here are some reasons why you might not be able to stop shopping: EXTREMELY TALENTED MARKETERS The economy is partly dependent on consumers – that is us. Companies use genius marketers to convince us that this is what we want and need (even if we really do not need it). Advertisers and marketers understand psychology of shoppers and they know exactly what they need to do to make us buy one or more items. And we did. Nike, for example, is one of the world’s biggest sports fashion brands with a large market who are sports enthusiasts and fitness enthusiasts. Therefore, Nike targets its audience by sponsoring its products to teams, sports clubs at schools. In this way, they reach the majority of users and especially those who are able to pay for Nike products. Not to mention, Nike also has strategies that target their direct customers, such as athletes, sports players. These strategies include signing sponsorship agreements with professional sports teams, for well-known athletes. If the manager requires the use of specific Nike sports shoes, the team members have no choice but to buy them. 21 Or, as Zara - a Spanish fashion and clothing retailer with a focus on young, urban women. Zara’s stores always have new products. Even though the size of shops is big enough, the quantity of each product sold is always limited. This makes shoppers feel that the item they buy is unique. Besides, most of Zara’s products are only sold when they have enough sizes available. It helps shoppers feel comfortable and not bored when they know the clothing or accessories they want to buy has their size. When you go into Zara’s stores, Zara’s reaction to you starts with creating the thought “Buy it now, because you will not see it the next time.” And with that kind of psychology, why wouldn’t you buy a shirt, a pair of pants… 22 In addition, together with the development of technology, finding and limiting groups of people who share the same need is easy. Therefore, you can see at any time when you surf the web, read newspapers, check facebook... you also see the items you love appear on the ads. Not to mention, marketing campaigns such as discount, buy this one for another or pay a small sum to get a larger item ... all have the effect on the psychology of buyers and increase purchasing need.
21 Case Study: Nike’s Marketing Strategy (Marketbl, 2017) 22 If You Think Zara Does Not Do Marketing, Think Again.( Ira Kalb, 2016)
