Under the influence

How do we end up buying things that are clearly overpriced. How do we end up buying a pair of jeans so expensive that you might as well leave the price tag on ... just to show off to your friends. The trick is a great display and an inviting ambience. You end up not looking at the price tag before you buy. The store has your entire trust. These guys are not making any profit off me... they are just doing me a big favour by making my shopping experience so much easier.

In actual fact, they have just dumped all their work onto you. You do the walking around, you do the price comparison, you pick up the stuff .... and you wait in long lines to get it billed. All this takes almost 2 hours of your precious time, when the same thing could have been done in half the time, if a shopkeeper was attending to you in one of the small shops you see in your neighbourhood.

The fact is you dont want to go to a small shop where there is no kind of display, no modern class, no entertainment and you need to put up with a cheap crowd. You would much rather go to a big showroom and spend some quality time with your family. There is a notion that big stores are fair in their dealings. This could be offered by a small store too, but there is no gaurantee.

The influence of presentation and the impressions created go a long way in promoting a retail outlet.

A warning though : Shopping under the influence could be injurious to your bank account.

cheers