In any profession there is a professional deformation. Doctors are famous for their cynicism and black humor, the military are trying to bring physical laws in line with the charter, and lawyers see everything in the world not so unambiguously. This feature has not bypassed marketers either.
They have long come to terms with the fact that a person is a part of the economy and a buyer. But that people have a different life besides shopping, they somehow forget about it. Many companies do not pay attention to the interests of the target audience and they have to buy Instagram followers to promote social networks.
A certain product or service is in the spotlight of marketers every day, sometimes without breaks and weekends. It creates a distortion that this product plays a special role. For a marketer, of course. For the consumer, no.
To avoid this mistake, let’s see how a person lives and how a marketer can get rid of a distorted picture of the life of an ordinary representative of the target audience. It’s very important that you don’t have to regularly buy real Instagram followers to promote your company.
Why would a person shop?
At first glance, this is a rather stupid question. Consumption is essential to sustain life. This is an undeniable truth. Without food, clothing, transportation and entertainment, we cannot fully exist as humans.
At the moment, all existing goods and services exceed the minimum required level of consumption and expand individual capabilities. This is where it gets interesting. Having satisfied primary needs, a person expands his sphere of interests and buys what he needs as a person.
He has to choose what exactly and for what purpose he wants to buy. The choice is influenced by various restrictions. In marketing, financial restrictions are considered the main limit, but in life there are other, much more serious restrictions:
- Time. For sleep, food, work (money for purchases must be taken from somewhere), for communication with friends and family, for hobbies;
- Distance. People are lazy and prefer to go to the nearest store, even for large purchases;
- Weight. A person cannot carry away 10 huge bags of groceries, even if he really wants to. Of course, he can load everything into the trunk of his own car or call a taxi. Provided that he has a huge refrigerator at home and a spacious pantry;
- Internal restrictions. Each person has personal attitudes that influence whether or not a purchase is made or not. Some will never ride an amusement ride in their life. Others hate seafood. ignorance. A person will not buy what he does not know.
But even without risking money, the purchase is still associated with a waste, namely the consumption of a resource. This is an activity associated with inevitable losses and / or non-guaranteed equivalent exchange, as well as an elementary unwillingness to spend energy on multiple, diverse solutions based on heterogeneous criteria.
As well as:
- It’s exhausting.
- There is a high proportion of errors due to changes in selection criteria.
- Effects of the law of diminishing utility. Each next purchase is less interesting than the previous one.
- Eco-friendliness, recycling, consumption reduction trends.
There is not much time and resources left for purchases. On the one hand, this is a necessity, but when resources run out, the question arises, do you need it?