Awareness is a valuable tool when out shopping these days.

Have you ever noticed the subtle tricks used in your local electrical store who scream day and night in the media they are the cheapest or have a once only red hot price.

Well perhaps you should look a little harder and take more notice of the tricks used to seduce you to buy that “Cheaper Priced” large flat screen TV you dream of having?

Notice how it’s dark where the TVs are – They look better.

See how they all run on a DVD – that’s the best picture you can get. The picture that comes from you aerial is much poorer quality.

Many TVs generally display the picture from the aerial very poorly compared to a DVD

.

Notice the cheapies are placed in the middle of the big brand name units.

Its called Brand Association – A little bit of glow rubs off!

First and foremost, a brand is a promise. It says ‘you know the name, you can trust the promise’. Trust is a first critical step and brands aim to accelerate that step by leveraging the implied promise of the brand

The brand image works as a psychological trigger or stimulus that can causes an association.

That cheapie association seduces you through things which are similar or related in someway.

By putting the Cheapie in the middle of the brand names the sales person by offering a few well chosen lines intimates the Cheapie is as good as the more expensive models.

You will find on the Cheap no name models have the contrast ratio is turned right up to 95%. - Makes them look close enough to the picture quality of the better brands.

Good brands need only 75% contrast ratios.

Cheapies use far inferior unrepairable components and generally a nightmare when you need it fixed. Stores sell these units to get higher margins or make them a loss leader to get you in the store.

Up selling by the sales team on these models consists of an “extended warranty” which sounds reasonable until you trot your TV into the local repair guy who has not seen that brand or model before and has no references to trace back faults let alone get parts.

A well known cheapie recently put their warranty repair out to tender to drive down the price of repairs – guess what no takers, we wonder why.

Stick with manufacturer’s warranty.

No doubt you will be offered a surge protection device to go along with the sale.

The idea is ok but the price for the device is generally horrendous - however it looks OK when compared to the price of the TV. Check other devices in other stores first.

There are so many tricks – we’ll bring you more to help you with your awareness.

The Kenson Team