People feel better when they think they are getting a great bargain when they shop. Knowing this, some retailers mark up items above the traditional retail price and then offer a hefty discount. If they had simply discounted the normal retail price by a certain percent, the resulting ‘sale price’ would have been the same. Some retailers say that they’re just making shoppers happy for getting a great deal.

This is a subtle but underhanded way of fooling the customers. Unfortunately, product and sales promos are legitimate marketing strategies. There is no such thing as bargain or product promo. All these costs are incorporated into the company bottom line. No business would want to lose money. Business is not philanthropy. Business exists precisely for profits. Bargain discounts and sales promos are inherently meant to trick customers into thinking that they are getting value for their money.

This case underscores the fact that customers patronize the companies or brands that are seemingly concerned with them. Also, customers are impressionable when it comes to marketing tactics. They would know less than the marketers. That is why there are consumer protection groups that oversee the welfare of consumers. Without these cause oriented groups, business can easily take advantage of customers.

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