Posts Tagged ‘grocery stores’

Tricks of the supermarket trade or how supermarket lie to you to buy more than you need (My few memories on government food stores in communism times)

Friday, June 22nd, 2012

I've personally always hated super markets from the very early days I entered one. Here in Bulgaria we've been somehow partly lucky not to have supermarket due to the different philosophy of the communistic regime in which we lived until 1991. The philosophy of then governing communist back then was to distribute food in local middle size or small stores owned by the government. The food has to be approved by governmental body and heavily checked if it matches the governmental set standards. The variety of food we were offered in the stores was very little. Most of the small stores (which were owned by the government) only contained basic products like;;;

bread, youghurt, milk, meat, butter, lemonade, beer and few more,

This was done probably intentionally and was a result probably of our long years Orthodox Christian faith which (has saved us and preserved over the centuries). Orthodox Christianity has always teached for simplicity. Even though the communist party rejected the faith and even did severe persecution against the Bulgarian Orthodox Church. The people on the top elite who were planning the communism had been a descent of an orthodox christian raised up living and therefore the philosophy of simplicity was inherited (even genetically) so the way the COM party behaved based on its leaders and the governing decisions about the nations belonging to communism (Russia, (Yugoslavia) – Serbia Koso , Bulgaria, Greece, Egypt etc.) were in a material expression in conjunction with the Christian tradition of simplicity (i say material because Orthodox Christian Church even visiting back then in the countries was usually prohibited and the Com. party did their best to ruin up the believe in Christ in people).

In communism the local suburb grocery stores, were the only "points" of distribution of food. Since buying and owning a car took at least few years of waiting and big money for it. Not more than 10 to 20% of families owned car and owning a car was considered to be granted mostly to people belonging to the then governing communistic elite or the Communist Party.

The public transportation was encouraged because according to communism so called "geometry" which was a main drive for how the systems in communistic countries should work it was estimated public transportation is cheaper and more environmental friendly than if a car is given to anyone, also public transportation (trains, bus-es) etc. did a good thing in the aim of the party to exersice higher control and surveilance over the population.

Because of that existence of big super-market was scarce and the culture to go and buy from a shop with your own family car was not existing.

The equivalent of nowdays mall shops (big retail stores) was usually located on the city center and the size of this shop was much smaller and the variety of products one can find there was only few. Hence the customer didn't have so much options to choose between, neither had to spend too much of time on choosing, the com party wanted the people to work more and buy less, so spending time in stores was not encouraged.

With the entrance of democracy and the moving up of large super-market food and good retails shops like Metro was among the first ones which entered the "freed" market. It was really a bizarre experience for us the ex U.S.S.R belonging people to enter such a large sized stores and to face such a big variety of choice.

Before that in communism we never saw such stores even on the TV, since the TV was governed by communistic party and only information which was useful for the establishment and protection of the regime was projected on the only available National TV channel.

Sorry to distract a bit from the major topic of this post, but I thought this is necessery to explain before continuing because it is important to understand that unintentinonally the communist gave us an advantage to have a different view on things than Western free world, a view which is in many things contrary and more correct (in terms of hard logic) than to Western Europe.

My first encounter with a super-market was only about 8 or 10 years ago and I believe many people who lived in the province of Bulgaria and other ex-communist countries did for a first time experience super-markets approximate 10y. ago.
Though all looked so nice inside the shop and the shop emploees were so nice I always felt something very cold dead inside this big stores. Ptonsnlu my intuition (spirit) if you want has always pointed me out that there is something very wrong with this super markets.

With the increase of products on the market for us people who lived up to our 8 to 12 years (young age) in communism it was a great shock, since we were raised in a society based on some communist false ideology and suddenly the markets were opened and the products variety to choose between become extremely high.
All previously said to be good and true in communism time was said to be anti-freedom and many people did their best to destroy as much as possible mostly everything somehow connected with previous communistic time.
My homeland Bulgaria as a result of this become a very hard to live place and we were forced to adapt in fast paces and learn things on how we have to live like democrats for a very little short of time.
One severe "damage" most of the growing people in Bulgaria in communism had was the hardness and inability to make choices.
For many people between the age of 25 to 35 it is very hard to make choices even for small things.
This was a direct consequence of a long years (45 years) of communist propaganda, and few generations who lived in a non-freedom respecting regime which conditioned and prepared a specific plan and place for every individual living in the country.

Seeing communism as the ultimate evil and manipulation to make us dependent we didn't know that in the free democratic world the manipulation and conditioning in society was heavy too.

"The Programming" of western society through institutions, stores and order in society was a fact and in a sense the only difference between the Democratic world and communistic world was one of the worlds seemed to have a larger frame in which the individual can work and live, whether the communistic regime seem to be more restrictive.
One main thing used to condition people choices and buying behavior and make them over-consume to make the democratic economy constantly growth was big super-markets. Though they were privately owned and not like in communist country, the only drive behind each shop was PROFIT, PROFIT and agian PROFIT.

Higher profits would mean higher consumptions, higher consumptions means higher production and more work places opened as well as more expenses for working individuals would mean bigger necessity to work more and earn more, because though the sallaries incomes were high in the free world. The individual necessities there were even increasing too.

Since the about 1950s 1960s the super-markets started entering the "free" democrat countries world. As a result the small shops which were prior a main food and beverage distribution source started closing, because they couldn't be a concurrence to the big "brothers" super-markets which were able to buy higher quantities of goods in lesser price and therefore sell many of the goods in much lower prices than the little grocery stores.

The result with the years was a huge shift in people buying behavior from local groce and open markets to buy everything from the big super-markets. The big store chains had to be in a fight for customers all the time, so businesses involved started customer wars and tried their best to "steal" customers from each other. In this financial wars a main thing that most super-market chains and malls did was constant optimization of efficiency of both buying and reselling to the end customer. This is a 3 step business process actually.

1;;; They buy from the commodity producer
2;;; They prepare the food for the store (packaging, cleaning up whatever)
3;;; They put it in a certain way in the store and organize the store in a way to always sell more and more

As a result a huge number of tricks were employed by each and every super-market aiming to deceive the customer to ever buy more
The deception of the client in store is very tricky and smart organized so it cannot really be called a lie but its rather a tricky smartness.

Since the super-markets entered in my country too and the tiny grocery stores are mostly closing unable to compete with the large super-market 'money making machines'. Even I am sometimes forced to buy stuff from super markets. Since here in Bulgaria the culture of purchasing from super-markets is not so strong yet. In order to be able to consume the little grocery stores. Many large super-markets started investing in making the little groceries their retail shops with their brand or (sometimes a new make up brand).
By doing so the little grocery stores loose their authoritarity and independance and become dependant on the big super-market on the type of products they will sell, this obviously means this strategy of the big super-market in the long run will lead the little grocery stores we still have to ruin up. This is obvious because if the small grocery stores start selling the exact same products (brands) of the big super-markets, there will be nothing left to make the little grocery unique. Neither the variety of products choice inside or pricing will be any different from super-market. This will mean the tiny grocer will be no different from the big super-markets in terms of product and prices and therefore. The clients which now are loyal to small grocery stores like me will then have not such big motivation to buy from small super-markets, since everything inside is somehow similar (not to say) the same as with big supermarket the only difference would be the lesser variety which is obviously a good reason why the customer would definitely prefer to buy from the large supermarket …

On the videos you're about to see below, they explain some of the probably thousands of tricks nowdays existing the super-market chains employs to trick us to exponentiolly consume their goods.

Old Tricks of the SuperMarket Trade

As you can see the video is presenting a reality of the tricks which was used in the 1960 and now technology and knowledge in the field has largely increased and since they there are surely many new trick 'developments' which are working for the masses of customers daily.
There is even a whole science centered on buying behaviour already existent called buyology!

Here is a short introduction to buyology to give you an idea what its purpose is:

Short introduction video on buyology – The Science of buying part 1 of 2

Short introduction video on buyology – The Science of buying part 2 of 2


Seeing all this is very precious information, since being informed one can escape the bad "tricks and traps" pawn in the markets.

All the information about the communistic regime and the 'shopping system' there was mentioned priorly because I wanted to explain a bit of the difference of then and now to point you to my opinion that the Western buying model and expectation to sell more based on the tricks are probably not working very well here in the ex-communistic countries, especially with the older generations and the one like me which somehow grow a small part of their youth in communism.

The reason is we have a different 'social programming' than westerners. Also the different spirituality (The orthodox Christian faith) plays another role. Also there is a difference in the type of buying behaviour. In Bulgaria there is no culture to buy once or twice per week. People have culture to buy daily, though this is starting to change slowly these days.

For a bit more of videos and a bit of my thougths on my research on Super Market Psychology check my previous post containing educational videos on how the supermarkets cheat you to buy more

The topic is actually very huge and I'm sure what I'm saying is just the 'tip of the iceberg'. As I'm a firm opponent of big industries and large business I'm firmly against the buying from big stores any goods. The reason is that simply by doing so one makes the already RICH people even more RICHER. By increasing the richness of a certain small group of people daily, we as society are un-consciously somehow involuntarily letting them increase the financial control that is already there in some degree to the society.
As democracy's main drive is money this means that by helping the large business-es marge and become even BIGGER, we're doing something against ourselves and our interests as society.
I don't think that any ordinary citizen in the free world want to live in a fully controlled one World State (one world country), similar to the ex-communism I lived through, so I think people concerned about our freedoms should oppose the big businesses according to the society level they're in. Even if we're not in position to change things with money, we as society are in a position to change ourselves and our understanding of world, our desires and our behaviour. If we change our value system in a way, where money are not a top priority and the highest value the outcome will be positive in both spiritual terms and overall world state.

The modern day however wants us to falsely believe that we're divided, helpless and money dependent. This is a big delusion which we're constanty repeated. Just like with the super-market this big super-market company owners were able to convince us through time that super-market is better than the grocery stores, because of the less money spending advantage. Even if in the past there were possibility to spend less via supermarket nowdays spending less by using the supermarket instead of the small groce-store is a BIG LIE. Even if one spends less in super-market on certain products, the amount of related products he is cheated* to buy in store highly exceed the simply money one would spend on even higher priced products in the small groce.
The outcome results from the super-market is also a big waste, as I lived in the west I've seen most of the households are buying more than they need, spending more than they need, cooking more food and more frequently than necessery and throughing large portions of food in the garbage (e.g. a huge amount of food waster).

If it was possible that people were aware they are buying all this non-sense food because of deception, they would have bought less, the super-markets would bought less and distribute less and the food (waster) remaining could be distributed to poor-er countries to help the starving kids and suffering people in Africa.
Helping the suffering and starving, we would have helped each other as it is a nowdays well known that even on molecular level the whole world is connected, therefore helping our poorer brothers and sisters is actually helping ourselves ***

SuperMarket Psychology or how the super markets are built to cheat you to buy more

Friday, June 22nd, 2012

super-market-psychology-or-how-supermarkets-are-built-to-cheat-you-to-buy-more-or-legally-lie-make-you-spend-more

Recently I blogged on The Color Psychology and how it affects us

In my continous research on color programming I have come across an interesting interview with a Marketing Manager, who explains a few bits on why the super markets and big stores are designed the way they are.

Have you noticed the big super markets are a bit like a maze and you often when you go inside a such you feel a bit lost there, this is on purpose and is connected with Trauma Based conditioning and Pavlov's early days neural conditioning experiments

Another typical things in super markets is the flower on the front doors, trying to make the impression to the customer of freshnes and mood UP. Then it comes the other things like the positioning of products. Many supermarkets put the fresh fruits and vegetables, either near the entry where the client walks in or at the end of the supermarket (this depends on the kind of customers targetted) and company policy and top managerial decisions.

As the short movie I post below mentions the baby products are positioned on a bit secluded place the reason is to invoke old time feelings to adults. Nowdays many supermarkets include also TVs playing cartoons so parents can leave the kids watch the cartoons and spend more time "pondering" what they have to buy for home and therefore buy more of goods (the reason is the kids are a common distractor and they could be a reason for the parent to buy quickly and leave the shop) and what actually is targetted in the shop is to customer to spend more time inside.

Longer stays in the shop means often more purchases and more money for the store. What really shocked me in the video is that as of time of writtings many shop chains have even an eye tracking devices with which they aim to track where the clients is watching (e.g. based on the feedback the shop can products can be re-ordered in a way to generate more sales profit).

The lightning in the shop is very important also the scent many shops have intentionally a separate department chopping meats or yellow cheese in front of the walking customers. Seeing fresh food makes the customer feel hungry so he might buy more.

The result of this secret tricks designed to make us consume more makes us a dumb un-thinking consuming society.

SuperMarket Psychology Entrances layout and Shelving

The science of "psychology in supermarket" is more developed in the west and we the Eastern Europeans were less exposed to buyer behaviour modification due to our belonging to the USSR communist Union and the existing of the "cold barrier" between communistic and democrats free economies.

Its my personal belief that more and more people should get aware of what is happening in super markets. I personally have never been a fan of super-markets since they're connected with amalgamation of business and always when I can I do buy food and goods from small district grocery stores.

It is my firm believe that buying from Malls and supermarkets is in future time to create more problems than goods since by doing so one helps the large business to become even larger and helps the merging of companies and therefore helps the creation of one new global communism based not on government ruling but on a tiny number of companies to own the world product creation distribution and selling …
 

Super Market Psychology – Few tips on how to shop "budget" friendly"