Go on sale: what makes consumers buy the most? | Israel today

Israelis are "addicted" to sales, which often has an impact on the purchase decision.

Studies show that for a significant part of consumers, the use of the word "sale", even if there is no significant reduction in price, is enough for them to prefer this product over another.

These promotions may obscure our ability as consumers to make an informed and informed choice about our purchase.

73% of the public testifies that promotions have a large to very large influence on their buying decision, according to a survey conducted by the Public Trust Organization.

The survey was conducted among a representative sample of the Israeli population through the Panel4All Institute, with the aim of examining the position of the Israeli public regarding the operations.

The survey shows that, on the one hand, the Israeli public is greatly influenced by operations, and on the other hand, their degree of trust in them is very low.

58% of the public claim that they believe little or not at all that the prices of the promotions to which they are exposed reflect a real discount in relation to the price of the original product.

Only 4% of the public largely believes in promotions.

Lack of transparency for the operation

The survey data shows that the main things that bother consumers are related to the lack of transparency regarding the details of the promotion.

74% stated that it bothers them when the sale includes confusing small letters, 63% when it is not clear what the price is before and after the sale, 51% when it is not clear which products are included in the sale and which are not, 37% when trying to convince them to buy more than they intended and 36% when the percentage of the actual discount rate It is not clear.

We also stated that they prefer promotions that include a blanket discount on a wide range of products, and those that have a high degree of certainty regarding their viability and that do not have reservations and exclusions.

It seems that one of the most common promotions in the market, the "second at half price", is the least preferred among the Israeli public - only 12% of the public chose this type of promotion as a preferred promotion.

58% prefer a blanket discount rate on all store products, 49% prefer 1+1, 38% prefer a discount on the purchase price, for example buy for NIS 300 and pay NIS 200, and 37% prefer a discount on certain products.

The Public Trust Organization points out that the Israeli public's lack of trust in operations is not surprising, and that one of the most significant factors for this is the lack of adequate and up-to-date regulation in the field.

On the way to amending legislation

The amendment to the legislation should address the two market failures that exist today in the world of promotions, one of which is how long the business may offer for sale a product or service in the promotion, and the other is the reference price from which the promotion can be derived.

According to Tami Landsman, CEO of Public Trust: "The findings of the survey we conducted illustrate how great the lack of trust of consumers in Israel is in the promotions they are exposed to every day and how much regulation is needed in the field. The fact that for several years the Consumer Protection Authority has been trying to complete legislation of the necessary amendment to the law without Success is a striking example of the price the Israeli consumer pays for the political paralysis and governmental instability. Giving the consumer certainty regarding the reliability of the promotions to which he is exposed will allow him for the first time to make intelligent use of the promotions as part of his dealing with the burden of the cost of living."

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