Shopping, the greatest moment among woman to do. Starting from walking into a shop, searching, browsing, make a product contact and then we make a decision should we buy it. But stop from that, are u aware that there is something happen with us when we act on the shop ?
From one article of marketing magazine that I’ve just read which it is still related with my research. At last, I’ve found the best definition.
P(Propensity)= (N(Needs) + F (Features) + A (Affordability) ) x E(Emotion)2
They get this definition from Pamela N.Dazinger, one of the author who had written about Shopping. She call it the quantum theory of shopping. Lets try to find out what the formula tell us.
As the propensity show us the result that we could concluded after several action in the store, we could connect it with what actually we needs. As you see, sometimes we still confuse between needs and want.
We all need cloth and food, but what color or how much we need some pair of shoes or how big our clutch to bring is a different thing. You see, people in the store suddenly would feel that they have lots and lots of new needs that show up after they saw the product fashion. It means, the retailer had succeed to pull a new needs which it simply influence by culture, personality, and don’t mention our life style. Sometimes we forgot that what we want suddenly turn around as what we need.
But somehow prospensity happened not actually because of the product looks good, but the value that retailer put on it has telling you that it is worth it. That is why you keep telling yourself that you need to buy those stuff. Don’t forget even though the product has reach your expectation of value, but how about the affordabilty ? Can you buy it ? Still, price would always become our basic problem as a shopper.
Among all of those activities, so what actually that would persuade you and act fast to buy ? The answer is emotional feeling. Paco Underhill, my beloved author of shopping tell us that shopping is almost all of it talking about woman, and woman always conclude psychologist and emotion to do shopping. We use our heart to shopping not our brain, ladies !! What a surprise huh…
The emotion takes the biggest part among shopping, and that is why sometimes we cannot put any reason why we have to buy a lipstick while we still have a abundant lipstick at home. We sometimes cannot understand our action even though the Jimmy Choo shoes so expensive, but we still try to buy it even though there are abundant of others label who can do the same function. Because we like it, because we feel it would fit with us, because we think that it would make us more beautiful. Feeling, instinct, every kind of emotional impression would suddenly go onto the surface.
Because we are a woman.
