The joys of tracking down a bargain at sales<\/p>\n
JAKARTA: Why do store sales generally manage to attract a
\ncrowd? Perhaps the answer does not solely lie in the basic reason
\nthat people wish to purchase goods at a relatively cheap price.<\/p>\n
When sports shop Quantum in Blok M Plaza, South Jakarta, held
\na sale last October, a unique situation occurred. A woman was on
\nthe verge of forcing the salesman to hold onto her ID card while
\nshe withdrew money from an ATM machine. It was her way of trying
\nto secure the item for herself so that it would not be sold to
\nsomeone else while she left the shop to withdraw the money to pay
\nfor the item from her bank account.<\/p>\n
During the sport shop sale, customers flowed in as though an
\nunstoppable flood. To keep things in order, the staff had to
\nissue queuing tickets for those wishing enter the shop.
\nRemarkably, the customers seemed understand and accept this. They
\npatiently waited their turn to enter the shop, though they did
\nnot necessarily buy anything.<\/p>\n
Sales seem to have a certain attraction to people. Especially
\nif they are accompanied by performances or shows such as magic
\nshows, fashion shows, the presence of celebrities and so on.<\/p>\n
Therefore, the presence of customers is always appreciated,
\neven those not intending to buy anything. For shop owners, the
\nway to maximize product sales is by attracting as many customers
\nas possible, or so research conducted by Entrepreneur magazine
\nconcluded. It was found that 70 percent of the decision to
\nactually purchase a product is made when a customer is physically
\nin a shop.<\/p>\n
This theory is true even when variety of products are on sale.<\/p>\n
"If a shop is having a sale, I always want to know which
\nproducts are on sale. For example, I might find out that a pair
\nof shoes are on sale and, even if I do not necessarily need them,
\nif they are cheap enough, why not buy them?" commented Banua P.
\nSianturi, a sales office manager for PT ING Insurance.<\/p>\n
Banua perhaps only regards it as a chance where he has the
\nprivilege of having lots of choices and when products are offered
\nat a relatively cheaper price. But to other shoppers, sales are a
\nchance to save money.<\/p>\n
"To me, sale season is the best time to go shopping. That is
\nwhen I shop until I drop," said Astrid Soeleman, 23, a public
\nrelations staffer at Karavella Restaurant.<\/p>\n
The Australian graduate admits that she likes to go shopping
\nbut has decided to only shop at sales to allow her to save money.<\/p>\n
"When I was a student living far away from my parents, I had
\nto organize my money really well. So when I wanted to buy stuff
\nother than what I needed for school, I patiently waited for the
\nsales to start." For that sole reason, Astrid was willing to fly
\nfrom the Gold Coast on Australia's east coast to Sydney or
\nMelbourne, which are farther south.<\/p>\n
Accountant supervisor Michael, 29, has a similar opinion.<\/p>\n
"Sales to me are the perfect answer to being a smart shopper,"
\nhe said.<\/p>\n
Each time he attends a sale, Michael feels the urge to go to
\nother shops or stores also holding a sale in order to compare
\nprices and quality. That way he can really find what he is
\nlooking for at a price he considers reasonable. Because,
\naccording to him, sometimes prices differ from sale to sale.<\/p>\n
Michael developed this habit when attending college in the
\nUnited States.<\/p>\n
"In the States, when there is a sale on, it really is a sale.
\nWhat I mean is that the products offered on sale are still in
\nperfect condition and the prices offered are less."<\/p>\n
In Indonesia, Michael is not convinced that products on sale
\nare in good condition.<\/p>\n
According to a professional marketing analyst, Rhenald Kasali,
\nMichael's doubt is natural. Because, unlike in the United States,
\nthere are no resolute regulations on sales here.<\/p>\n
"In the States, engineering prices, such as raising the price
\npurposely before a sale, is a felony," explained Rhenald.<\/p>\n
Nevertheless, shoppers here always look forward to the sale
\nseason. Especially if they yearn to buy a certain product that is
\nnormally rather expensive. Also, shoppers know what kind of sale
\nthey are waiting for. They do not enter just any store with a
\nsale sign displayed. Due to their experiences, which they acquire
\neither during their school days or from overseas, shoppers admit
\nthat they are not easily tempted by sale offers which appear
\ndubious.<\/p>\n
"Especially those stores which offer hold sales all year
\nround," said Banua. If a shop always has a sale sign displayed,
\nin Banua's opinion, it probably only has one size for all its
\nproducts or it sells seconds.<\/p>\n
"Perhaps more reliable sales are those like clearance sales or
\nclosing down sales. Because they really have to finish their
\nstock," he added.<\/p>\n
It also depends on one's perspective of a product's price. If
\nprices are related to fluctuations in the currency's value
\nagainst foreign currencies, for example before the monetary
\ncrisis, the percentage of a discount can really be noticed.<\/p>\n
But in Banua's opinion, the monetary crisis is not obvious in
\nshopping malls because there are always many people in malls.
\n"Those who usually go overseas to purchase branded items now
\nprefer to shop here," Banua said.<\/p>\n
Apart from giving customers a certain satisfaction, sales are
\nalso a unique experiences for those able to appreciate them.<\/p>\n
"I feel good when I can purchase an expensive product at a
\ncheaper price," Michael said.<\/p>\n
"I use to yearn for these Italian made shoes, but because they
\nwere so expensive, all I could do was hope they would be on sale
\nnext time. Weeks later, the shoes I wanted were on sale. I was so
\nhappy at that moment," added Astrid.<\/p>\n
To psychologist Yanti Sugarda, the issue is clear. In the
\nhuman mind, there is a need for efficiency in expenditures, which
\ncan be expressed in one's ability to manage one's financial
\naffairs. She adds that this is one of the reasons people rush to
\nsales. "There is a certain pride in achieving something great at
\na lower cost," she further explained.<\/p>\n
Yanti also explained that people seem to hunt for sales. "But
\nthe object is not necessarily required. For example, when one is
\nsimply strolling around and notices a sale, one might regret not
\npurchasing anything. So it is a development from efficiency, and
\none may pride oneself on getting something at a lower price than
\nother people. So there is also a competitive aspect to it," she
\nadded.<\/p>\n
Of course, one's own pride, even if it is not really
\nsignificant, like the ability to buy things at a lower price than
\nother people, is enough to make life more meaningful. Isn't it
\ntrue?<\/p>\n
This article was taken from the December edition of Tiara
\nlifestyle magazine. It is printed here courtesy of Tiara.<\/p>",
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