There are motorists which are beautiful drives is more important than airbags and prestigious brand is automatically better than budget. Why? It’s all in the psychology. SP explains how marketers brainwash buyers.Michael Kolodochkin “driving”Expert
“What is all this prestige if it should be supported?” Humor from the Network
The word “prestige” discrepancies usually do not matter. Prestigious position, a prestigious institution — that here, they say, to explain? However, familiarity with primary sources is suggestive. With the French more or less clear that prestige is “charm, charm”. But experts in Latin cut plain truth: say, praestigium is “an illusion, a deception of the senses.” In other words — what is actually there. And, therefore, prestige is just a Mirage, a Chimera, phantasmagoria, nonsense…
Before any new automobile industry was prestigious by definition: it’s new! And today I read about the testing of new models and understand that to retell it in your own words. Because there is nothing, in General, to repeat: a proper configuration of devices, high degrees of premium, aggressive grille, energy-intensive suspension. Somewhere I’ve heard it all…
These giants of spirit, of course, well versed in the nuances. But even they fail to explain to the uninitiated that Captur and the Duster is essentially the same. And that Datsun on-DO is, in General, the same Lada Granta. Understanding such subtleties is available to few. For the same reason, few sets style of one conductor from another: the melody is the same… However prestigious to go to concerts fashion Maestro, although in reality very few people will distinguish the performance of Denis Matsuev game mediocre performer.
Performance price, or pay the money?
In childhood, in the book “From where the Motherland begins” N. Smelyakova (a former Deputy Minister of foreign trade, the Minister of machine industry, etc) I read, as in an American Department store conducted an experiment put up for sale a batch of identical women’s dresses. Half of the dresses hung with price tags, say, $ 50, and the other half for $ 100. So, first and foremost, the Yankees snapped up expensive dresses, contemptuously ignoring the “cheap”…
In General the buyer pays the money? For quality? For some parameters? No — everything is easier: the buyer always pays for his presentation on this item. And if he for some reasons, this product appears to be most worthy, he will climb over the money. And these considerations may be different.
Hundred dollar dress better pyatidesyatimetrovoy already because women are not a priori wish in front of everyone to buy “cheap”, thus demonstrating whether the inconsistency, or promiscuity. The price tag on the rack in this case played the same role that the nameplate type Ghia Fords, saying that it was top-level, not accessible to everyone, but because prestigious! By the way, in the Zhiguli era many owners of VAZ “six” with the weak engines of 1,300 cubes have got yourself plaques on the trunk lid with the prestigious at that time, numbers 1600 instead of 1300 family! The reason is the same: let everyone see that my car doesn’t suck!
Modern mass car is in no way designed for the connoisseur of the intricacies of automotive delights. This is probably correct: these experts are very few, and therefore to consider them unreasonable. But a huge number of potential buyers for many years are guaranteed to love the beautiful cast wheels, by far preferring them to the same airbag that “nobody sees”.
Another classic example is the presence of xenon, who for many years practiced his bread is not the quality of road lighting, and the very fact of its presence. Xenon was jealous not because he’s well seen — much more important was the fact that its your car seen by others! That is why such popularity for many years used “pseudocron” — the usual galogenki with a blue glow: such a fake little diamonds. And today, this very popular tinsel: boxes with poor lights, it says something about the “xenon effect”.
The car is built around the monitor
In short, with the car happened the same thing with the recorders/players/stereos. If a quarter of a century ago, the buyer considered it his duty at least the principle to ask about the frequency range of a particular model (if 20 Hz — 20 kHz, — thing!), in recent years to find such a setting nearly impossible. In the first place the description of new items — all sorts of mnogopoliarnosti, iPhone compatibility, smartphone connectivity etc. And the ability to play sound at the same time as would be implied, and therefore to think about the sound not worth it. Similarly, the automakers have successfully mastered the mass production of certain, shall we say, basic samebecause trucks, equipping their various new-fangled tinsel. For example, hodowca and the engine is the same, but the shape of the headlights and body contours different. But the parameters of the prestige of the consumer determines for himself — who cares 5-inch display, who needs the upholstery of Alcantara.
Often prestigious or not suddenly become a brand itself machines, as well as body type. A former colleague at the time, all the forces didn’t want editorial Ford hatchback, citing the fact that, supposedly, only to go… the boys-the kids! And the lady with unasked personal life was struggling on the last money to buy a Toyota any model — say, with this car once everything is formed and its “notice”.
Another category are the apologists poluprovodnikov and other jeeps. In the bulk of all they don’t have the slightest idea anything about off-roading or on the distribution of points on axes and wheels. However, such cars seem to them the most “right” — even if only to go around the city. But then, again, everything is clear — this phenomenon have been explained tricky science ethology. To emphasize his own importance in comparison with other species the animal is trying to increase its size to stand up on his hind legs, fluff up the tail, etc. The same happens with the owners of heavy and bulky machines: it raises their status. In the literal and figurative sense.
Is it prestigious car today?
Those days are gone. Hard to believe, but according to surveys conducted in recent times on this subject, today’s youth confidently got rid of the car with the top step of the podium. Of the most prestigious and nedostupnaya things of the Soviet era it was turned into something ordinary, which is no surprise. And night line now line up are not before the Board, which will “write to machine”, and, say, in front of Gum, which in the morning promised to throw in the sale of new models of iPhones…
In addition to the prestige, there is another important fact of the change leader. The iPhone, unlike the car, does not require the owner of any physical effort. And the driving and operation of machines, not to mention the repair is still working, and the modern average man in the street from work is long gone. That is why I think drones will still find their buyers. Slumped in a chair, pressed the button and… and everything, in General. Kind of a variation of the iPhone — only on wheels.
As for the prestige of something- from work to product, Latin definition of “delusion”, I think, fits perfectly to our lives today. No wonder all often hear what we say, exist in a kind of virtuality, and therefore all around — a solid illusion. And if so, then the people will tend to choose dresses with more expensive price tags and prefer Datsun Lada.
Just because they are more comfortable to live.