Marketers try to influence consumers through promotional offers by restricting availability of products to a limited number of customers, a limited time period, or a specific segment, thereby creating a perception of scarcity. Such promotional appeal of making a product or offer scarce is called as scarcity appeal.
What is scarcity appeal?
In the marketing context, a sales promotion scheme that restricts an offer to a limited number of customers, a limited quantity of products, a limited time period, or a specified segment is referred to as scarcity appeal.
Broadly, scarcity appeal is divided into time scarcity and quantity scarcity.
Promotional schemes that limit the duration of the offer are denoted as time scarcity appeal. Quantity scarcity, on the other hand, refers to sales promotion schemes that limit the number of products under the promotional scheme such as ‘limited edition’ offers (e.g., special anniversary offer in automobiles), offering discount only on limited quantity of products, and offers valid till the stock is available.
How do consumers react to this scarcity presented to them?
Scarcity appeal may be attributed to a product that is sparsely available; for example, limited edition of a product like Mont Blanc pen. It can also be attributed to an offer where the product may be available, but the offer on it is restricted (Clow & Baack, 2012).
However, only a few studies have explored the impact of scarcity appeal on the offer vis-à-vis no-scarcity appeal on the offer, and even those studies have produced mixed results.
When a scarcity appeal offer is combined with a discount, consumers’ perception of the appeal may depend on both the discount as well as the scarcity message.
It has often been suggested that scarcity messages lead to a more positive attitude.
3 major ways in which this always hits the bull’s eyes!
- Consumers respond more favourably to quantity scarcity appeal offer when compared with no-scarcity appeal offer.
- Consumers with higher NFU indicate higher purchase intention in a no-scarcity appeal situation when compared with those with low NFU.
- There is no statistically significant difference in purchase intention of consumers with high and low needs for uniqueness in a situation of scarcity appeal messaging.
To know how marketers can benefit from this and achieve higher sales targets, read the complete article here!
Saga India digest has a post about their marketing works. You can check brillassignment reviews to complete your assignment task easily. They are offering promotion via influencers and has for a limited time. These promotional appeal of making a product or offer scarce is called as scarcity appeal. Join them for more.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteThank you for the read. Honestly you covered the topic and broadly examined all areas. If i was to write this i would have done a few things differently myself but you have definitely inspired me to get https://sites.google.com/view/bestpaperwritingservices into the world of blogging. Thanks heaps for the post i really appreciate it. Have a good day and keep blogging
ReplyDeleteMarketing is what I love the most, that's why when it was the time to choose the university where I wanted to study, I without any hesitation chose the University of Bristol with the marketing speciality of course. I have never regretted about my choice, the only problem I face while studying is an impossibility to create flawless excel homework assignment, 'cause for me, it is pretty difficult to work with papers in such format, but as you know my specialty required the usage of this kind of MS format, that's why usually use professional writing help of cheap-papers
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteThis site has a really amazing information. Thanks for sharing this one I will ask my fiends and their friends also so that this site could really discover by many people. I am so excited to get update with this. best essay writing service
ReplyDelete