Shopping
© PDST Home Economics
Advertising
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Why? To persuade consumers to buy a product /service
Who? Used by manufacturers, retailers & service
providers
How? Advertising outlets:
newspapers/magazines
television/radio
cinema/dvds
buses/bus shelters/vans
bill boards
sporting events/concerts
t-shirts/labels/carrier bags
shop windows
packets, leaflets, classified ads
internet
Function of advertising
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Introduce new products
Increase sales
To provide information
Though it adds to the cost of products it reduces the
cost to the public of TV, radio, concerts, festivals,
sporting events, newspapers and magazines
Effective Advertising
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Appeals to the consumer
Entices the consumer to try a
new/improved product or service
Techniques/Language
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Adverts portray products in best possible way
No faults pointed out
Language designed to work on our emotions
Advertising is designed around:
love/romance
humour/music
glamour
envy/social acceptance
guilt
colour
fear/insecurity
public figures
Ads are about persuasion
Think about the product don’t be misled
Control of advertising
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Standards set to ensure consumers are not misled
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Some standards are legal some are voluntary
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Legal control:
Consumer Information Act 1978
EU Misleading Advertising Directive
Employment Equality Act
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Voluntary controls:
Advertising Standards Authority of Ireland (ASAI)
monitors ads to ensure they are
legal, decent, honest and truthful
Advantages and Disadvantages of
Advertising
Advantages:
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Gives information
Provides employment
Increases sales which
improves economy
Keeps down cost of
concerts, magazines, TV
etc…
Disadvantages:
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Can mislead
Increases price of product
Causes dissatisfaction with
ordinary life
Encourages overspending
Can reinforce stereotypes
Can effect natural
environment eg. billboards
Marketing
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A business that specialises in making products sell
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Techniques include:
Advertising
Packaging
Sales promotions (free gift)
Public relations activities eg. product sponsoring a
charity
Market Research
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Carried out by market research companies using
questionnaires to discover likes and dislikes of
consumers
This information is used to develop products and
adverts etc. that appeal more to the target market
Shopping Outlets
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Small independent shops e.g. often family run
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Supermarkets e.g. Supervalu
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Department stores e.g. Brown Thomas
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Chain Stores e.g. Dunnes
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Voluntary Chain Stores e.g. Mace, Spar
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Specialist Shops e.g. clothes, butcher, bakery
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Discount Store e.g. Argos
Other Shopping Outlets
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Shopping Centres e.g. Blanchardstown
Street market
Mobile shop
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Vending Machine
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Auctions
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Mail order e.g. Family Album
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Doorstep selling
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Party Selling e.g. Tupperware
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Online Shopping e.g. amazon.com
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Changes in Shopping
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Self-service
Expanding range of products
Closure of local shops
More chain stores
Shopping centres
Weekly shopping
Few give credit
Late night and Sunday shopping
Online shopping
Barcodes and Scanners
Self checkout counters
Self Service
Advantages
 Quick, convenient
 Browse & select
 Goods well displayed
 Goods priced clearly
 Lower staff cost,
less expensive
 Quick turnover,
fresher goods
 Wide range of products
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Disadvantages
Less personal
More difficult for
disabled and elderly
Tempts impulse buying
Queuing at checkout
No credit given
Shopping Guidelines
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Shop around, compare prices
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Use a list
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Do a weekly shop
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Avoid impulse buying
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Make use of sales and special offers
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Think of the environment , reusable bags, packaging,
air miles, chemicals etc..
Paying for goods and services
Method
Advantages
Disadvantages
Cash
Simple, cheapest
Could lose the cash
Debit Card
(Laser)
Can use over phone or
internet
Charge, can’t be
used for small
amounts
Credit Card
28 days interest-free
credit
High interest rate
if debt not cleared
Cheque
Useful for postal
payments
May involved bank
charges
Direct Debit Bills paid for you on
time by the bank
Charged by bank.
Risk of too many
direct debits
Techniques used by shops to
encourage spending
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Music, warmth, smells
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Attractive displays
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Products at checkout
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Luxuries at eye level,
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essentials lower down
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Essentials far away
from checkout
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Heavy goods at entrance to
get customers to take a
trolley e.g. vegetables
Associated items placed
together eg.soft drinks/crisps
Special offers, free samples,
2 for 3, buy 1 get 1 free etc..
Loss Leaders
Reasons For Packaging
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Protects product from damage and contamination
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Convenience – transporting, storing , selling
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Carries information
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Preservation – vacuum pack, cans
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Marketing
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Protects consumers from dangerous products
Characteristics needed in
Packaging Materials
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Strong
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Hygienic
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Safe
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Easy to open
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Resealable
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Reusable, recyclable or biodegradable
Forms of Packaging
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Paper: plain, cardboard, waxed, laminated
(to make airtight and waterproof eg. milk carton)
Plastic: bags, cling film, cartons, boxes, bottles
Metal: tin cans, aluminium cans, aluminium foil trays,
aluminium foil
Glass: bottles or jars, plain or coloured glass
Disadvantages of packaging
products
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Adds to cost
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Can pollute environment esp if non-biodegradable
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Uses up non-renewable resources or natural resources
eg. plastic (oil), paper (trees), metals
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Packaging can deceive
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Product may have to be bought in larger amounts than
needed causing waste
Labelling – why?
To identify product
To provide consumer information
To sell the product
Information on Labels
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Contents/ingredients
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Colour
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Net weight
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Number in packet
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Brand name
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Care/cleaning instructions
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Storage instructions
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Origin
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Instructions for use
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Quality/standard
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Safety warnings
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Date stamp
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Manufacturers name and
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Size
address
Food Labelling
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See textbook
Date Stamp
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Use by: food must be eaten by this date
used on food with shelf life of
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<6 weeks
Sell By: same as above but
allows for 2/3 days storage at home after date
Best before: used on food with shelf life of 3-18months
Why instructions?
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Labels often carry instructions for the
storage/use/cooking/care/cleaning etc. of a product
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To use the product correctly
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To avoid waste
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For safety reasons
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To avoid damaging the product
Pricing
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By law the price of products must be :
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displayed on the product or
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on the shelf or
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on a display near the product
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Unit Price = price per unit eg. per gram or kg or litre
Foods sold loosely and weighed at time of purchase
must have unit price displayed beside them
Some prepacked foods eg. cheese have
unit price per kilo on them
In shops that use bar codes the unit price is
displayed on the shelf along with the normal price
Unit pricing makes it easier to compare prices
Bar-codes
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Set of black lines and spaces printed on a product
Read using a laser scanner at the checkout
Every product has its own bar-code
Advantages:
Stock and sales accounted for
Individual pricing not necessary , display price on shelf
Detailed receipt giving product name & price
Quicker at checkout