As consumers we follow certain metrics before we end up
buying a new product. Obviously one of the things we do is to go over the
label. I just wonder people get smarter each day when they try to sell the product
due to the stiff competition. There are various different ways one can come up
with in their advertisement material but taking a closer look would baffle many.
Same with the case of surveys, statistical reports, Job reports etc., All these
are used to lure the consumer towards buying their product. It is true that sometimes
even people with lots of awareness overlook some of the pitfalls.
Let us consider a
jar full of cookies. Cookie may contain 20 grams of sugar for each piece and it
is very natural for people to have at least 3-4 in one shot due to the size of
the cookie. The company may label in such a way it may say 40 grams of sugar
and it may say serving size to be two pieces. This is all true but for a common
man who is trying to get some cookies into his shopping cart without paying
attention to details may end up buying. Same with the case of Job reports –
unemployment rates are calculated by leaving people who are unemployed for more
than two years. This is just to bring down on the percentage and come up with false
news. When people prepare statistics saying these many number of units have
been sold does that mean the product reaches the end customer? They may sell it
to their retailers and wholesalers but it may still be sitting somewhere in the
supply chain before it reaches the end customer.
There is nothing
wrong in trying to sell your product by highlighting the selling points but why
the common man does not kept aware of the rules that go into the making of
these gimmick? Why do the sellers take
buyers for granted? Whom do the buyers contact if they see a contradiction? The
intelligence of a common man should not be tested. There are countries where Illiteracy
rates are very high and this is where laws and regulations have to be tightened
enough for a common man to have his voice be heard. I guess public awareness is
the key for common public in order to keep him from falling into these modern
day gimmicks.
