المملكة: Marketing expert for"today": The smart shopper is no longer prey to misleading offers

As the momentum of the major sales seasons intensifies in November, and digital ads are crowded with phrases such as “70% discount” and “last chance to buy,” a fundamental question arises for consumers: How can we distinguish between a real discount and misleading marketing?
In this context, marketing expert and consultant Dr. Ayman Ali Sherbini confirms in his interview with “Al-Youm” that the Saudi consumer today has become more intelligent and aware than ever before, driven by extensive digital experience and a consumer culture that is expanding. Maturity.

Dr. says Sherbini: "We are facing a new generation of Conscious shoppers who are no longer carried away by flashy ads or exaggerated marketing promises"The consumer discovers it within minutes.
Therefore, consumer awareness today has become the most powerful weapon against this type of marketing based on manipulating numbers or visual effects.

With regard to purchasing behavior, Dr. explains. Sherbini said that many consumers fall victim to what is known as emotional buying, which is an unconscious impulse led by a temporary feeling of pleasure or what can be described as “purchase lust,” when the individual feels that he is achieving an achievement simply by grabbing a tempting offer.

He adds that modern marketing exploits this psychological aspect through visual and linguistic effects that stimulate emotion more than necessary, so that the purchasing process turns from a rational decision to an immediate reaction.

The expert provides a set of practical instructions to reduce this behavior, recommending that consumers make a clear list of necessary purchases before the sales season, and adhere to it without being drawn into random offers.
He also advises applying what he calls the “24-hour rule,” that is, postponing the purchase decision for at least one day to rethink away from the momentary emotion. He notes that “the discount does not necessarily mean that the product is necessary,” as the true measure of savings is not the size of the discount, but rather the extent of the need to purchase at all.

In another aspect, Dr. stressed. Sherbini stressed the importance of the supervisory role of the consumer himself, stressing that the customer has the full right to file an official report upon discovering any manipulation or misleading in prices or specifications.
He points out that the Consumer Protection Center in the Kingdom of Saudi Arabia allows filing reports easily through the “Commercial Report” application or by calling the number 1900, as the Ministry of Commerce deals with these issues seriously and quickly to ensure the rights of shoppers and prevent the exploitation of commercial seasons.

The marketing expert concludes his speech by saying: “The consumer landscape has changed in Kingdom, and the consumer is no longer an easy prey as it was in the past. Today, we have a more aware and digitally educated audience, who knows how to check, compare, and buy intelligently. Here lies the difference between a shopper looking for an offer, and another who knows how to choose the appropriate offer for him without it being the offer itself

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