Waiting and Desperation Leads to Increased Product Sale

Waiting and Desperation Leads to Increased Product Sale

Over the past few months, India has seen a number of big online sales arranged by market giants like Flipkart, E-bay, Google, and Amazon. Although, these “SPECIAL” sales have faced a lot of criticism from the market experts, but surprisingly, people have loved them. Their craze among masses can be evaluated just from the fact that these websites, for the first time in their history, crashed due to very heavy traffic on the day of the sale.

Nevertheless, these special days of sale did work, and that is the only reason why such events of online sales have increased in the past few months. Different reasons have been quoted by different market experts and business gurus. But the major reason that made these sales so popular is the ability of the companies to exploit consumer’s desperation. Yes, desperation of the consumers. Vigorous marketing by these sellers make the sales day an auspicious occasion in the mind of the consumer, making them dream about buying stuff worth thousands of rupees for just a few hundred.

The consumer becomes so attracted with the discounts that he decides to spend lots of hard earned money on these days. The sale is supposed to start at 10 in the morning with only a limited stock of nearly everything you want to buy. Within seconds, the company shows the items as sold out. Since, one leaves their work to spend certain amount in shopping one will definitely want to spend that sum. This might sound awful to someone, but then they end up buying things that they never want to, and the companies end up selling stuff they wanted to. Plus, lack in transparency of goods sold also leads to fake balance sheets of sale as well as product.

Let us take an example, after seeing a same ad, day over and over again, you decide to spend amount “A” to buy I-Phone 5S offered at 40% discount. The sale is supposed to start at 10 AM on Sunday morning. Nicely dressed, and done with breakfast sacrificing your sleep, you sit on your laptop at 9.30 eagerly waiting for the sale counter to start. It is 9.59 and you decide to wait for just 60 more seconds when all of a sudden the sale starts and till the time you get your I-Phone in bag, it’s out of stock. You turn yourself into a sad avatar, looking at your phone, and telling your heart how desperately you need a new phone. When suddenly your brain asks you to stop thinking too much and look at some other phones with more massive discount. You being a desperate phone buyer, buy any phone with 60% off tag on it. For you, you saved “1/3 amount of A” but the company actually sold you an old phone which for them was not getting out of stock that too with some profit.