Read This Blog

I caught an ad in the newspaper that Alghanim Electronics will be having an ‘up to 75% off’ sale. Well coming from this local electronics retailer, I understood that there will be selling dented items that lost their warranties due to damaged packaging. Even though it is going to be from 7:00 am on a Friday morning, I said ‘Why not?’. I managed to wake up early and reach the location at 6:45 and I was shocked with crowd waiting for the doors to open. The sale was on an open ground something like a flea market. There was something interesting about the products being sold, they were absolutely fine and the only problem is that the carton packaging is damaged or missing. The prices of these items dropped only because the packaging is compromised, and this just shows how much premium is being charged on presentation. Seeing an ad for the product, having an attractive packaging, getting celebrities to to provide testimonies on the product does create a sensation transference (coined by Loise Cheskin). Sensation transference can equate to branding in a way, it is when consumers can’t separate between the product from the brand. Getting a Sony Plasma TV for almost half the price can be a huge deal.