Retailers have become increasingly sophisticated and savvy in their approaches and strategies of parting consumers from their money. A range of methods are used in grocery markets and other shops shops to create the right psychological conditions for consumers to buy what the retailers want them to buy: for example the smell of freshly-baked bread is frequently circulated through a supermarket to stimulate demand for bakery products, or simply to make shoppers feel hungry.

Shopping is a major leisure activity today, and many people spend their weekend and other free time shopping. The question is: Why is this and what do we get out of the shopping experience? Some of the standard successful techniques used to psychologically influence us to shop are the following:

·         Setting the price at a psychologically sensitive point, for example at $49.99.

·         Placing so-called ‘anchor’ stores in shopping centers to attract people and. increasing sales throughout the mall by increasing the exposure of other stores.

·         Products that elicit impulse buys are placed at the ends of aisles.

·         Premium brand products are placed close to own-brand products to lead the consumer to buy a cheaper choice own-brand item rather than the premium priced.

·         Stacking the products with the highest margins (products that give highest profits) at eye-level, since consumers are more likely to buy them when in their line of sight.

By understanding these and other psychological methods that retailers use to influence us, we can make better judgment and choices, which eventually will lead to better deals.

Whoever said money can’t buy happiness simply didn’t know where to go shopping.  ~Bo Derek

When women are depressed, they eat or go shopping.  Men invade another country.  It’s a whole different way of thinking.  ~Elayne Boosler

If men liked shopping, they’d call it research.  ~Cynthia Nelms

A consumer is a shopper who is sore about something.  ~Harold Coffin

Shopping is a woman thing.  It’s a contact sport like football.  Women enjoy the scrimmage, the noisy crowds, the danger of being trampled to death, and the ecstasy of the purchase.  ~Erma Bombeck

The quickest way to know a woman is to go shopping with her.  ~Marcelene Cox

Shopping tip:  You can get shoes for 85 cents at the bowling alley.  ~Author Unknown

I always say shopping is cheaper than a psychiatrist.  ~Tammy Faye Bakker

A Christmas shopper’s complaint is one of long-standing.  ~Author Unknown

People will buy anything that is one to a customer.  ~Sinclair Lewis

The other line moves faster.  ~Etorre’s Observation

Buying something on sale is a very special feeling.  In fact, the less I pay for something, the more it is worth to me.  I have a dress that I paid so little for that I am afraid to wear it.  I could spill something on it, and then how would I replace it for that amount of money?  ~Rita Rudner

We used to build civilizations.  Now we build shopping malls.  ~Bill Bryson

I like my money right where I can see it - hanging in my closet.  ~From the television show Sex and the City

A bargain is something you can’t use at a price you can’t resist.  ~Franklin P. Jones

I love to go shopping.  I love to freak out salespeople.  They ask me if they can help me, and I say, “Have you got anything I’d like?”  Then they ask me what size I need, and I say, “Extra medium.”  ~Steven Wright

The odds of going to the store for a loaf of bread and coming out with only a loaf of bread are three billion to one.  ~Erma Bombeck

Anyone who believes the competitive spirit in America is dead has never been in a supermarket when the cashier opens another checkout line.  ~Ann Landers

The woman just ahead of you at the supermarket checkout has all the delectable groceries you didn’t even know they carried.  ~Mignon McLaughlin

A bargain ain’t a bargain unless it’s something you need.  ~Sidney Carroll

Credit buying is much like being drunk.  The buzz happens immediately and gives you a lift…. The hangover comes the day after.  ~Joyce Brothers

I went to a general store but they wouldn’t let me buy anything specific.  ~Steven Wright

Once again, we come to the Holiday Season, a deeply religious time that each of us observes, in his own way, by going to the mall of his choice.  ~Dave Barry

On the one hand, shopping is dependable:  You can do it alone, if you lose your heart to something that is wrong for you, you can return it; it’s instant gratification and yet something you buy may well last for years.  ~Judith Krantz

The only reason a great many American families don’t own an elephant is that they have never been offered an elephant for a dollar down and easy weekly payments.  ~Mad Magazine

Oh, for the good old days when people would stop Christmas shopping when they ran out of money.  ~Author Unknown

Shopping is better than sex.  If you’re not satisfied after shopping you can make an exchange for something you really like.  ~Adrienne Gusoff

But it is a cold, lifeless business when you go to the shops to buy something, which does not represent your life and talent, but a goldsmith’s.  ~Ralph Waldo Emerson

Anyone who lives within their means suffers from a lack of imagination.  ~Oscar Wilde

When you are for the search of a good deal on a product you are likely to end up spending quite some time to find it. Now remember hya time is also worth money. Think of the opportunity cost: what you could have done with that time instead. Therefore, spending too much time on finding the best deal may simply not be with the savings at the end. You’ll have to find a balance between the time you think is worth spending and the money that it will save you.

You may not always need a desired product directly on the spot, and this opens the opportunity for getting a good deal by simply looking for and waiting for a sale or simply some other good price opportunity. Therefore always ask yourself if you need something you want to by immediately - or whether you actually can afford to wait for a potentially better deal.

Unscrupulous sellers have been known to lure bidders off auction sites to do business via personal e-mail. Although auction and flea-market sites don’t have comprehensive consumer protections, the safeguards they do have are much better than what you’ll find if you get scammed outside of a trusted Web site. Once you’ve done all your homework, you should be able to avoid a disappointing shopping experience.

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Any online seller who asks you to send a personal check, a money order, or a wire transfer should put you on high alert, because these cash equivalents make it difficult to get your money back in case of a dispute. Paying with a credit card means you can enlist the card issuer’s help in securing a refund on domestic purchases.

If you’re worried about giving the seller access to your credit card information, use an online service such as PayPal, which is safe and free for the consumer. Still, be sure to link that PayPal account to a credit card rather than your checking account. If a dispute arises and you can’t return the item, you can recoup up to $2,000 through PayPal, but you’ll have better protection through the card company.

You might feel more comfortable paying for defense against nasty surprises by funneling your money through an escrow service. This makes the most sense if you’re dealing with a new seller who has yet to build a fabulous reputation, if you’re wary about your credit card’s protections, or if you’re spending an amount of money that makes you nervous. Anytime you purchase an item, you pay the escrow service directly, plus a small fee. Once you accept the product, you notify the escrow service to release the payment to the seller. Only use escrow.com, which is overwhelmingly recommended by auction sites.

Most online auction and flea-market sites display a feedback rating for sellers. Do business only with those who have the highest rating, and keep an eye on the number of transactions the seller has completed. The higher that number the more confident you can be. Look also at the feedback other byuers have given - it can save you from much trouble!

There are many “bargain” tipsters who will advice to search studiously to find something wrong with the item. This is OK, if you don’t take it to the point of dishonesty. Many stores will reduce the price of product that have a defect. Remember that the defect should not make yo u feel bad about the product, so make sure you can live with it or fix it.

There is nothing inherently wrong with asking for sales, as long as you ask nicely. This is perfectly acceptable and you never know. After all, the point of the sales people is to make the sale! Many times, you may get a special price even though it was not marked on the product, or you could be shown an alternative equally good product which is on sale.

The price should not determine wether you should but something, but only the need for it. Don’t be seduced by a low price. No matter how good a deal it is; if it doesn’t fit don’t buy it. You might find the best looking purse at a low, low price but if it’s the wrong color or it doesn’t suit your style you will not likely use it, and it turns out to be a waste.