Исследовательская работа на английском языке "Rip it off"

Опубликовано Изюмова Елена Анатольевна вкл 17.05.2020 - 21:40

Автор:

Герасимова Алина

В работе анализируются маркетинговые уловки для увеличения продаж. Даются советы, как избежать лишних трат при посещении супермаркетов.

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Предварительный просмотр:

МАОУ «Гимназия № 1»

Проект на тему « Rip off»

(предмет: английский язык)

Выполнила: Герасимова Алина

Ученица 9 «В» класса

Научный руководитель:

Изюмова Елена Анатольевна

Саратов,2019

Contents:

Introduction

Shopping nowadays

Tricks

Survey

Avoiding spending extra

Conclusion

Sources and literature

Introduction

During the last 50 years shopping has become an important part of each individual’s life. In the past people used to produce or make whatever they needs such as their food, cloth, vehicle, work equipment and so on, but by developing the countries and cities the need of people has changed and they hasn’t been able to provide everything by themselves.

From the positive point of view, do shopping as a hobby shows that the economy of the society is good and people enjoy the average welfare. Besides, psychologists believe that buying things can help people to boost their inspiration. It is proved that even window shopping has a good effect in changing the mood. Moreover, it is a role that whenever you request for something there will be an answer for it. Based on this theory, by doing the shopping cycle of produce and development will be healthy and as a result economy of the country will stay stable and government can control the inflation rate.

On the other hand, there are some drawbacks about go shopping as a hobby. First of all, it is not a good replace for physical activities. Unfortunately, people suffer the lack of time and consequently they eliminate their physical activities like going to the gym or swimming, do outdoor activities or even spending time with family. Secondly, sometimes it is a threat for family budget because people spend their money for things which are not necessary.

There are supermarkets in cities from Buenos Aires to Birminham, so what is the secret of their success? Stores are all very carefully designed. Every aspect, from the music playing to where items are placed, is specifically chosen to prompt customers to spend more money. To become a more savvy shopper and save some money next time you head to the mall, pay attention to these tricks that stores use to get you to spend more money.

How many times have you popped into your local supermarket for a pint of milk and left with an entire basket full of items you didn’t really need? That’s consumerism right? Well, it turns out that there’s more to those impulse buys than meets the eye because, if you can walk out of a shop without buying anything you didn’t actually need, then the retailer has failed. There are an array of brain hacks and marketing tricks used to get you to part with your hard-earned cash.

The aim of my work is to find out how do shops make us spend twice more money than we expected and how to prevent it.

Shopping nowadays

It all starts at the doors to the store. This is the usual position for trolleys and baskets. If you take a basket, you can carry more than in your hands. And taking a trolley is even better. The body of the trolley is much bigger than the average product, giving plenty of room to add more as you walk round the aisles. If the store isn't particularly big, they'll make it feel big.

Store size matters

In crowded places, people spend less time shopping, make fewer purchases — planned and impulsive — and feel less comfortable

Atmosphere

Flowers, fruit and vegetables are also often at the entrance. Flowers create a welcoming atmosphere, and buying fruit and vegetables makes you feel healthy. After you have chosen your apples, carrots and salad, you won’t feel so guilty about picking up chocolate, crisps and fizzy drinks later.

Direction

Most stores move customers from right to left. This, combined with the fact that America drives on the right, makes people more likely to purchase items on the right-hand side of the aisle.

Senses

It’s all about the senses. The smell of freshly-baked bread from a supermarket bakery makes you feel hungry , and so makes you buy more.

Music

Studies show that slow music makes people shop leisurely and spend more. Loud music hurries them through the store and doesn't affect sales. Classical music encourages on more expensive purchases.

Over two weeks, one supermarket played French or German music. When the French music was played, they sold more French food and when they played German music, sales of German food went up.

Color spectrum

Color also has effect. You will never see blue around food in a supermarket because it doesn’t look good. Orange, red and pink aren’t common either because they are colors that encourage you to move on.

Cheating

You may have noticed that some of the meat in the grocery store has a note that says saline solution has been added. That means that the giant piece of steak you're holding has actually been injected or soaked with water. It may seem harmless, but it actually gives the meat more weight, causing you to pay more for less meat.

Location

The more you see, the more you shop. Fresh meat, fish and dairy products tend to be placed around the walls and outer parts of the store, whereas canned, frozen and processed foods are located towards the middle. This means you walk along nearly all the aisles to find everything you need. Essentials such as milk, bottled water or bread are often positioned at the back of the store, making you walk past hundreds of other products. This forces you to walk through the whole store to reach them, increasing your odds of throwing some items into your cart along the way.

Design

Supermarkets are designed to make you stop as often as possible because of narrow aisles, special offers, or free samples.

This trick not only slows you down and gets you to spend more time in the store, but it exposes you to new products. It also increases the odds that you'll buy that new product, as trying something for free makes you feel more obligated to buy it.

Lovely red

Even if there are a few sales here and there, this is simply bait to get people in the store, where they are likely to buy non-sale items. There's also a reason they're red: People react faster and more forcefully when they see the color red.

Stores not only entice you with sales, but they also use limited-time offers to increase your sense of urgency in making a purchase.

Sales

Speaking of signs, supermarkets also place more elaborate signs advertising pricier products. They're usually placed around aisle entrances so it's the first thing you see when strolling by them, causing you to stop and look. These eye-catching signs and product displays will grab your attention away from cheaper items, so don't let your eyes deceive you.

Oftentimes, they're simply creating the illusion of an unbeatable sale. While these items may be tempting to buy on the spot, you're better off putting the item on hold, thinking through the purchase, and making sure it's really worth opening your wallet for.

Prices

They price things at $0.99, rather than rounding up to an even price. Tagging a product with $0.99 causes consumers to automatically round down. If an item is priced at $1.99, we tend to think of the product as costing $1 rather than $2, making us more likely to purchase it.

Deals

They offer the 10 for $10 "deal."It sounds like a steal, but you'll get the same savings if you only buy one item. A recent survey found that people bought significantly more items when they saw the 10 for $10 deals than they did when they saw the five for $5 and one for $1 sales. You trick yourself into thinking it's such a great deal that you end up buying more of it than you normally would.

Shelving

Every product has its place. New or popular items are often found at the end of aisles, on displays known as ‘end caps’. Manufactures pay extra for these prominent positions. The most expensive items are at adult eye level, with the brands above and below often at lower prices. Grabbing the first pack you see is easy, but might be hard on your pocket.

Transposition

As soon as you've got the hang of your local grocery store, the pasta sauce changes aisles and you can't seem to find it. Supermarkets do this on purpose so you end up spending more time in the store looking for certain items: more browsing time equals more opportunities to buy.

Plus, once customers start walking through a store's maze of aisles, they are conditioned to walk up and down each one without deviating.

Matching

It’s also a perfect opportunity to up sell by pairing items. The chips are luckily always resting right beside the salsa, and the bacon is almost always next to the eggs. Online shoppers are victims, too. A website might show comparable items other people have bought, hoping you tack on more items to your virtual shopping cart.

Memories

They make you nostalgic. The abundance of families, puppies, and childhood ephemera in the ads you see every day is more than a simple ploy to tug on your heartstrings. Recent research shows nostalgia makes people value money less and feel willing to pay more for purchases.

Attitude

They sic rude salespeople on you. At high-end stores like Gucci, customers are actually more inclined to buy expensive products after a salesperson has acted snottily to them, a new study found. This effect—which doesn’t work with mass-market brands, only luxury—seems to have something to do with the desire to be part of an in crowd. You’re more likely to want to belong to a club that doesn’t want you as a member.

Packaging

They use smaller packaging to get you to buy bigger. You’d think that it would be easier to buy and drink less soda and beer if you stick to the cute new mini-cans that seem to be all the rage these days. But research shows buying multi-packs of those small sizes can actually lead people to consume more overall.

Attention

They get you lost and confused. It’s not an accident that grocery stores are often laid out unintuitively. Losing focus makes people spend more on impulse purchases, says expert Martin Lindstrom, who has conducted studies on marketing strategies. Getting interrupted during shopping also makes you less price-sensitive. That’s because when you return to look at products after a distraction, you have a false sense of having already vetted them, she says.

Salespeople

They mimic your gestures—and get women to touch you. A woman’s touch—but not a man’s—makes people of either sex looser with their money, so when that saleswoman touches your shoulder, you may unwittingly end up spending more. Additionally, research shows that if a salesperson of either sex imitates your gesticulations, you are more likely to buy what he or she is selling.

Physical presentation

They get you to handle the merchandise. Consumers are willing to pay at least 40% more for mugs and DVDs—and 60% more for snacks—that are physically present than for the same products displayed in photographs or described in text, according to a Caltech study. And other research shows your willingness to pay more increases as you spend more time looking at and holding objects.

23. Currency signs

They drop the dollar sign. If you think the plain old “28” rather than “$28” on the menu of your favorite fancy restaurant is simply designed to look chic and minimalist, think again. A study found that a format that leaves off dollar signs and even the word dollar gets people to spend 8% more at restaurants.

Exit

And you don’t escape when you queue up at the checkout. It is the most profitable area. By the time you've made the rounds through the grocery store, your self-control is effectively exhausted. This is where you get bored waiting, and add magazines, sweets and chocolates to your trolley.

Technology

Advertisers are finding new ways to get your attention, and that includes infiltrating your inbox. Newsletters and marketing emails might offer discounts or special sales, but in the end, their goal is to get you to spend more. And if you like a brand or company, you might find these emails useful. If you’re trying to save money, though, it can hurt. Unsubscribe if you tend to bite.

I have made a survey among students of my class and people from other age category and asked them how often do they spend more than they expected to.

So, my survey showed that

76% always spend more,

18% often spend more

And only 6% never spend more.

That means that 47 people out of 50 are being led to the tricks of the shops.

So, what can we do to save money?

First of all, you must be sure what are you going to buy. Make a list and remind all this tricks shops use to rip you of.

Be confident. Try not to pay attention on sales, free samples, senses and other stuff.

Take with you only that amount of money you are expecting to spend.

Compare the prices.

Think twice before you put something in your trolley. Make sure you really need it.

Remember: if you don’t have a fixed idea about what you have to buy, you would never save your money.

Conclusion

In conclusion I would like to say that shops never give up doing this and we can’t do anything to prevent it. The only thing we can do is to learn how to control ourselves in the wild world of shopping. Shoppers won’t always obey the science, but these techniques are retailers’ most effective tools in the fight for our weekly budget. The battle between supermarkets and their customers continues. The battle between supermarkets and their customers continues. I hope that my project will help you to save money and to avoid the rip off. Thanks for your attention.

Sources and literature