Graco Entertainer Einstein

Less is more, especially

La tendencia a la sobriedad en el consumo empieza a extenderse de la mano del cambio económico - La multiplicación de productos desborda a algunos y fuerza a las marcas a subrayar la calidad

By: F. Manetto / J. Lafuente

Strolling among the shelves of a supermarket often required, and good guidance, strategic sense. The overwhelming variety of products offered by supermarkets can turn an insignificant act as buying a box of cereal in a small feat. I saw the filmmaker Katherine Bigelow, who in a Hurt Locker sequence becomes the aisles of a supermarket in the United States in a sort of emotional trench for a soldier recently returned from Iraq. Y is experienced daily by millions of consumers, perhaps a little lost in a world and a market difficult to cover.

A recent investigation by The Economist summed up this phenomenon clarity. "If you can have it all in 57 varieties, choose becomes a hard job," the British weekly aimed Article The tyranny of choice. Because "the range of choice has greatly improved lifestyle in the rich world" and "freedom of choice is the basis on which markets work and compete and generate economic growth," pero las consecuencias en los países desarrollados y en el ámbito del consumo familiar no tienen por qué ser necesariamente positivas. Y pueden convertirse en una auténtica tiranía.

• Uno de los factores que, según  The Economist,  influyen en este cambio en el hábito de consumo surge en la cultura anglosajona, a la que se suele atribuir la responsabilidad de este tipo de tendencias, que parece estar redescubriendo la filosofía del "menos es más", reminiscencia de la filosofía arquitectónica de Ludwig Mies van der Rohe. Cada vez hay más asociaciones, expertos, publicaciones que defienden el valor de la sobriedad en el consumption of the small. A trend that has also been installed in Spain.

• "I agree with the motto less is more. We must strive for purchase of goods or procurement of services that we offer what we really need, to be sober in the consumer, do so in a rational and therefore responsible, to take account of values \u200b\u200band social, environmental, when deciding on a brand or other ", says Maria Rodriguez, president of the Confederation of Consumers and Users (CECU). While considering that the movement in Spain is "emerging", is convinced that there is no turning back. "He has all the road ahead, more and more consumers join the same. "

• By rethinking the" less is more "has helped the economic crisis has changed the mentality that many consumers had years ago. For Carles Feixa, professor of Social Anthropology at the University of Lleida, it is rather a question of cultural pattern: "If the crisis is allowed to distinguish the wheat from the chaff, one of his best effects can be promoting a change in consumer culture, "he says. " No to return to a Puritan-like non-consumptive, but to assess the quality and the real difference over the marginal difference " reflects Feixa.

• Although the companies advertising techniques, María Rodríguez stressed that "gradually" Consumers are increasingly aware that they have to influence the market and consumer habits. "To do that," he says, "trying to impose its conditions." "It's still a minority of the population, but progress is being made and also so unstoppable. will be much harder from now dictate the rules of supply to demand, consumers increasingly have the greatest impact." CECU The president of the doubt that the overwhelming range of products involving really a step forward for consumers: "It can lead to confusion, said that in general. However, for a small group of consumers who live alone is a way of facilitating access to certain products. Is a significant market niche, but only related to product packaging" says Rodríguez.

• In the same vein, Fernando Olivares, a professor of Sociology at the University of Alicante and author of Rebellion brands: the success of the brands the retailer and the consumer smart considered that the excessive supply of products can be discouraging. "Too much variety tired and do not pay," because "although the diversity is positive, the excess is counterproductive" for all reasons. Significant figures, traders and consumers, further estimated that "reduce complexity and cut the variety may increase by between 5% and 40%, and cut costs by 10% and 35%."

• Does that mean that the variety disproportionate impacts negatively on all sales transactions? Not necessarily, of course, although it seems clear that the supply adjust consumption habits. "It makes the consumer confused and misinformed always make purchasing decisions based on factors not report either directly or deeply or really about the product. They are subversions of behaviorism to end, "argues Josep Vives, director of the Family Business Chair at the University of Barcelona. That is, if the aim is to buy a strawberry yogurt (and if the user has no further prior information about it), approach the counter of a supermarket can make a beat. Because you will find almost all red fruits, yogurts, sugar free, bifidus ... A world in which almost chokes the supply demand .

• CECU The president of the full rule there is some advantage in finding such a variety of products: "In theory, this would mean more choice, but in practice it is not true. Like a lot of information can cause a selective no more misinformation, in this case the same thing happens."

• Ana Palencia, Director of Communications of the multinational Unilever, believes instead that companies should respond to all claims. "For this reason we innovate and develop new products with nutritional profiles, which is demanding consumer, with a bundle more respect for the environment, using raw materials that take into account the living conditions of suppliers and its impact on the environment ... all have, as a common denominator, to respect the will of the consumer, " says, before clarifying that nobody is forced to develop new products and new varieties of existing ones:" It's about responsibility, with our suppliers, our customers and our consumers. Offer more variety for this pick what it considers most appropriate to their needs. "

• Olivares, in his book Rise of the brands ... warned though that times have changed. "the feverish consumerism seems to have evaporated. The consumer takes refuge in the price and is required to cheapen your shopping cart. The average consumer says goodbye to the extra calcium and omega 3 in milk, the smell of vanilla and cinnamon on the toilet paper, says goodbye to exotic flavors and aromas in the water or unique textures gourmet products, simply because its battered economy can not afford to pay them. "

• " It is clear that diversification of products offers consumers a positive image, but in the end may also have a dark back ", added here Ruben Sanchez, spokesman for the Consumers' Association Facua. " The marketing techniques focus on product differentiation supposedly for the benefit of users, but experience shows that not always the case ". Examples? " A customer who buys in a shop with relatively few products more expensive and in principle paradoxically spend less than someone who decides to purchase a large area with many products in different sizes and cheaper. Unless variety usually corresponds more savings. "

• Sanchez recalls the case of the multinational Mercadona Valencia, in 2008, during the crisis, decided to withdraw from the shelves of its supermarkets over 1,000 references, leaving about 8,000. "Our customers were leaving, his message was that we had amuermado and we had to react. We check all our range, to remove everything that they were not willing to pay," argue from the company. Many also interpret this decision by the company as a way to pressure the client to acquire the company's brands Valencia. Other major supermarkets, as is the case Alcampo, with an average of 55,000 references, prefer to have a wider choice: "We believe in freedom of choice of our customers. The meet is broad spectrum, from seeking a commodity those seeking an end gourmet or fair trade products, sugar, organic ...", argues a company spokesman.

• Whether this change in habit consumption will continue to ending the crisis, several hypotheses emerge. Several experts believe that there are companies who think that everything will be like by 2008: "They have forgotten that marketing philosophy is to satisfy the needs of consumers now are more basic and earthly, who are now buying cheaper, "reflects Fernando Olivares." The slimming products, undress and release ballast to survive: "packaging?: only functional color" on the package?: only necessary. The goal is to save without eroding, adding value to the consumer, "adds .

• Ana Palencia, the multinational Unilever, however, defended the choice:" As manufacturers, we have a responsibility provide consumers with products that meet their needs. This also includes forms and varieties of the same product. Today's consumer is becoming more informed and therefore more demanding. Values \u200b\u200bquality, comfort and value of the product. The combination of these three concepts mean a multitude of variables and varieties that we can offer different options for the consumer to choose what best fits your lifestyle.

• between diversity and excess
• fries, cheese, oil, vinegar ... and shampoo, deodorant, moisturizer. Regardless of the type of product you are looking for, the sheer variety of what a consumer can find in a supermarket or even in a supermarket, just discouraging to the client, agree most experts.

• The line that separates the excess variety is fine . The first is positive, helps the client to choose from. An excess of products is counterproductive.

• Excessive variety causes anxiety, restlessness and paralysis.

• Some companies have cut the number of firms and products offered to prevent a collapse among its clients. The origin is clearly in the financial crisis. While at first, U.S. consumers spent the "more is better" to "less is more, this trend was extended to Spain. For example, Mercadona, in 2008, decided to drop a thousand products.

• Reduce complexity and cutting the variety may increase by between 5% and 40%, and cut costs by 10% and 35%.