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Market Research and Its Role In Enslavement
A Brief Description of Techniques Used By Marketers To Enslave
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Not Assigned
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30 March 1999
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Tony ByGarthno
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Courtesy of Fravia's page of
reverse engineering
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slightly edited
by Fravia+
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fra_00xx 98xxxx handle 1100 NA PC
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I'll comment after having read it (you may of course comment
my comments, I'll probably publish that as well :-)
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There is a crack, a crack in everything
That's how the light gets in
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Rating
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A brief intro to market research and its role in enslavement.
Market Research and Its Role In Enslavement
A Brief Description of Techniques Used By Marketers To Enslave
Written by
Tony ByGarthno
I attained much of the following information through my own research,
some of this information may seem obvious or it may be new to you…my
goal is to share this information….enjoy.
Your Eyes & Ears
The art of training the consumer to buy particular products stems
from extensive data analysis of product distribution and analysis
of historical sales. This analysis along with other data is used to
develop “Category Management” plans which are literally schematics
of the supermarket shelves with products strategically placed where
the analysis tells the category manager the product will sell the
best. The placement of the product on the shelves is an extremely
important part of the marketers planning. You will notice that
new products are often at eye level so that they are seen first,
increasing the probability of the consumer to purchase the product
while older products are either high on the shelves or low where
they are not as easily seen. Marketers study many aspects of the
consumer’s shopping trips such as market basket analysis, buyer
conversion, trial and repeat purchases and cannibalization. These
are just a few of the studies that are carried out and I will expand
on these and other methods of research carried out by supermarket
retailers and consumer packaged goods manufacturers in future essays.
Market researchers compensate consumers willing to participate in
their studies…these participants use hand held scanners and cards
similar to frequent buyer cards to track all of the purchases made
by the consumer and all the different data that goes along with the
purchase. This data includes the name of the supermarket, its
location, the demographic makeup in the area or market that the
supermarket resides in, if the product was purchased on promotion
such as buy one get one free or coupon, time of day and
all the other products that were purchased on this trip to the
supermarket. These participants are also encouraged with “gifts” to
participate in surveys which touch on issues that the clients of the
market research firms want more information on or if the market
research company believes they can profit from the sale of a particular
study by selling the information to many of its clients it will carry
out the study. All the data that we voluntarily provide supermarkets
and market researchers is often sold to manufacturers of consumer
products and the data is used to manipulate us and our children into
wanting their wares.
Ever notice that around the end of September you begin to see coupons
for candy and Halloween related goods in your Sunday paper. They are
put there to act as catalysts to jump start the sales of consumer
packaged goods manufacturers products, products with slightly altered
packaging for the season or the marketing event (Holiday), this is
another plot to generate sales. The marketers job is to CREATE a need
for their product, the need is often created through the ever so subtle
programming of the population by overexposing them to advertisement
with the belief that if the consumer is exposed to the product enough
they will slowly begin to believe that they do have a need for this
product or good. There are also social pressures used to manipulate
consumers….often times in upscale markets private label products
(generic or store brand) are rare and occupy some of the less visible
shelf space and the variety of the private label products is slim.
This is done because people in upscale markets often will not buy the
private label brand and marketers realize this through the analysis of
their historical sales data. So what do they do? They don’t encourage
the sales of less profitable private label brands, they promote the name
brands whose only difference is the brand equity or consumer loyalty that
the manufacturer has cultivated in the consumer. This is all for now….if
this essay is published I will go into further detail on each of the
subjects I discussed.
Thank you for taking the time to read this essay.
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