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Due to the fall in income, the townspeople have become more frugal. According to experts, those who used to buy clothes in mid-price stores and go to restaurants are now looking at the mass market and inexpensive but nice cafes. The desire to please yourself with the crisis has not gone anywhere, just reduced costs. Instead of buying an expensive and impractical dress, the girls indulge themselves in a new nail polish, which, as if by chance, catches their eye in the store. The Village figured out the nature of these invigorating purchases and found out how much they hit the budget.

spontaneous happiness

“The decision-making process consists of two parts: an assessment of the expected costs (in our case, the money spent) and an assessment of the expected pleasure,” says behavioral marketing expert Arsen Dallakyan. “Pleasure comes not only from the product with its properties, but also from the fact of purchase.” In the case of spontaneous purchases, the costs are usually negligible, so the pleasure of owning alone is enough to make a decision. As Homer Simpson said, “Just two cents!!! I have no idea what it is, but we need it!”

Spontaneously bought things (chocolate, sweets, magazines, etc.) promise seductive pleasure. All this stimulates the dopamine system responsible for the emergence of desire. The desire that has arisen creates a tension that a person seeks to relieve. And, as a rule, he removes it through the simplest thing he can do here and now - the purchase of the object of desire. So, according to Dallakyan, the principle of spontaneous purchases works at the neurophysiological level.

Psychologically, a person is ready to throw a useful trifle within 300 rubles into the basket, considering that it will be useful soon, says Alexandra Polyakova, co-founder of the Fetchee service. The purchase of sometimes unnecessary little things smooths out the impression of going to the store, as a person gets the feeling that the shopping was a success, because he leaves with the purchase, she says. According to her, women are more prone to such spontaneous purchases.

Psychologist and coach Olga Kitaina among the reasons for unreasonable consumption calls filling the internal deficit, low self-worth, the desire to show one's status, buying something in reserve due to increased anxiety, and the inability to please oneself with intangible things. According to her, as a rule, people grab goods at the checkout without even really thinking. The combination of a prominent place and lack of time for reflection is important here. But if there is a long queue at the checkout, then people have extra time to figure out their financial capabilities. Often people put something out of the baskets, having changed their mind about buying, at this particular time.

According to Andrey Averyanov, director of development of the Petrovsky farmer's bazaar network, about 10% of purchases in food retail occur spontaneously. This is especially true for related products (sweets, fruits, pickles) or some unique products that were not previously presented in the store. Additional purchases are usually influenced by sellers who know how to paint the merits of the product and tasting. “According to our statistics, live communication with a farmer at tastings, cooking products in front of buyers increase the share of unplanned purchases by 15–20%,” Averyanov notes. “When they buy again, they will choose this particular product.” Last year, his company opened two shops, Tandoor, where bread is baked in front of customers, and Fresh Oil, where oil is pressed from seeds. “Seeing the process and being able to control it, the client is more willing to take the product, even if he did not originally plan to buy it. Every month, the revenue of these shops grows by 10%,” says Averyanov.

crisis shopping

According to Arsen Dallakyan, main trend Russian trade for the next couple of years is savings. But the desire to save money is sometimes very expensive. Having saved on the bulk of purchases, people allow themselves moral concessions on trifles, which in the end can eat up all the savings. “That is, having saved 300 rubles when buying products worth 3,000 rubles, a consumer in high spirits and self-satisfaction can buy a magazine and a chocolate bar for total amount 350 rubles,” he explains. So, spontaneous purchases in small grocery stores can increase the size of the check by 30%.

Despite the fact that people are trying to save money, a significant number of buyers indulge themselves in small things. According to the general director of the Union of Russian Buyers Petr Kazorin, this applies to accessories to a greater extent. And this applies not only to jewelry, but also shoes, bags, belts and other leather goods. “Here, first of all, the main role is played not even by pampering, but by the desire to correspond to a certain status,” says Kazorin. - Quite expensive accessories are often spontaneously bought, emphasizing social status". At the same time, the Russians massively began to save on basic things.

“We are seeing an active growth of interest in the entertainment and fashion segment. A feast during the plague is a reality,” says Chief Operating Officer Auditorius Alexander Ivanov. People drown out the crisis with new fashion purchases. According to him, now people are more willing to come to online stores and buy more easily. “During a crisis, people try to somehow maintain their morale, including through morbid consumption (shopaholism),” says Ivanov. At the same time, buyers still seek to find a product cheaper. Now there are more and more sales hunters. The experience of Black Friday shows that with actually inflated prices, but with discount offers, the consumption of goods increases many times over.

Budget for rubbish

Such spending negatively affects the budget, says CEO of the company "Personal Advisor" Natalya Smirnova. These are unforeseen expenses that you can do without, and instead of buying little things that are not particularly necessary, save up for more important financial goals. “Many will say: “What will some 300 rubles for coffee decide?” And coffee five times a week in the morning to please yourself is 1,500 rubles a week, 6 thousand a month, or 72 thousand a year, which is equal to the cost of a short vacation, by the way, ”Smirnov gives an example. In her opinion, spending should be 100% justified. If you spend money on yourself, then only on health and keeping yourself in shape. Buying your 105th pair of shoes will not improve your quality of life, expert says.

According to Smirnova, if you really want to pamper yourself, you need to allocate a fixed amount for this, the amount of which will depend on financial goals. If the plans for a couple of years include a vacation for 120 thousand rubles and buying a car for 600 thousand, then in two years you need to save up for a car, saving 25 thousand a month, and reserve another 10 thousand for a future vacation. Having received a salary, you need to set aside money for these purposes, then for fixed monthly expenses, which you cannot do without, and everything else is the maximum that can be spent on various pleasant little things.

What influences the cost of goods, how customer demand changes and why farmers do not open their own stores, long-term tenants of the Danilovsky market told MOSLENTA.

Lydia Artyukhova,
sells pickles, tomatoes and apples on the Danilovsky market for 25 years:

Lydia Artyukhova salts cucumbers and tomatoes according to her grandmother's recipe. Vinegar, of course, is not in the brine.

Sergey Melikhov / MOSLENTA

This place was chosen by my parents. In fact, we went by trolleybus to the Zamoskvoretsky market, but we heard the name of the stop - "Danilovsky market", we decided to go in, and we have been standing here for 25 years.

I am from the Kharkiv region, we have three or four villages in the region, and everyone is engaged in early vegetables. Our family first sold in Kharkov, but there the competition is higher and the prices are lower. We decided to go to Moscow, there were also many of us here.

We work as a family, although our daughters have long been living separately with their families. From the end of January, we sow tomatoes in pots, then we transplant them into greenhouses, and in early March we sow cucumbers. In early May, cucumbers already appear, but until July they are salad, they are not salted: they will not crunch.

We salt the tomatoes closer to autumn, we choose browner, unripe, so that they are better stored. People, of course, prefer red, thin-skinned ones. We also salt them, but I try to sell them as soon as possible: they do not lie for a long time. The cherry on my counter is Israeli. We ourselves used to grow, but this is laborious work: how much you need to pick for one barrel! And you will not tear one from a branch - you have to wait until the whole brush is ripe.

I stand here all year round, although in the summer people do not really want pickles. Girls from Ryazan leave to grow cabbage until the end of August, I sell their cabbage. We have a team here, together for so many years! There are no conflicts, because we are all rural women, everything suits everyone.

Recently, my 25-year-old granddaughter came to help me, but she did not like it: this work is not for young people. At seven in the morning I'm already here, half past ten in the evening - still here. I can’t leave everything on the counter: tomatoes, cucumbers and apples spoil without brine. Gotta take them to refrigerator compartment market. Then go home.

Previously, even at home, you had to cook food in order to carry it to the market. Now the market is changing: cafes have appeared, the uniform for all sellers is common, it costs 1000 rubles. This summer there are many more visitors who come here on weekends with children.

Prices this year only for cucumbers increased a little, because the neighbors decided to increase. And the cost has gone up for me. We used to transport vegetables once a month by car directly from home, only 750 kilometers. Since the new year, customs has been closed, we are transporting pickles from the Kharkov region first to the Crimea, where we drag the barrels into a car with Russian numbers and from there we transport it to Moscow. Each barrel of cucumbers costs me 4,000 rubles. Often you don't run into.

I would move to Moscow, I like it here, I have my own customers. But the family does not want to, and who am I without a family.

Vladimir Vasilievich,
has been selling mutton on the Danilovsky market for 20 years:

“In summer, lamb cools, and in winter it warms,” Vladimir Vasilievich jokes.

Sergey Melikhov / MOSLENTA

I am from a large family, my mother gave birth to ten of us. And animals - cows, mostly - helped us a lot to survive on milk and meat. We raised cows, calves, and in the 1990s, distant relatives with rams were found in Kalmykia, and we decided to deal with rams.

Our sheep graze in Kalmykia on forbs. Then we bring 150-200 heads to our place in the Moscow region, to Klyazma. Here they are already standing in the sheepfold, we feed them with grain for at least three months, so that they become fatter. Then we score. We bring three or four flocks a year.

Lamb doesn't smell. Only an incorrectly slaughtered or old ram smells bad.

Lamb doesn't smell. Only an incorrectly slaughtered or old ram, which is already three or four years old, smells bad. We have the right slaughter, Muslims buy too. Of course, usually when slaughtering, no one reads their prayers, but if you wish, you can score according to all Muslim rules. In the mid-1990s, people from the Tunisian embassy came to us to do everything according to the rules. We are about the way they need, and we score, we even keep the head of the ram to the east.

I work every day, and my brothers bring meat to me two or four times a week so that it doesn’t spoil or freeze. I'm cutting here, freeing from the film - I want the buyer to be able to immediately put the meat in the pan, without additional training. In the evening I put the rest in the refrigerator, where the temperature is zero.

The demand for lamb is growing, it is the most non-allergenic meat. People are beginning to understand what they eat. The most diverse contingent comes to me, they come to me from cities near Moscow: Odintsova, Mozhaisk, Lyubertsy. 60-70 percent of buyers are regular customers, thanks to which our small farm stays afloat.

Many stationary markets have closed in Moscow, so Danilovsky can be considered central. It looks like this - look, customers walk between the rows with carts, like in a store. I myself would not like to open a store, because I have a habit of the market. Here I have a name, and to do it again in the store - for this I am already old.

Oleg Kuchumov,
has been selling cottage cheese, sour cream and other dairy products on the Danilovsky market for seven years:

Oleg Kuchumov appreciates our pieds more than dairy breeds of cows from Germany and Holland.

Sergey Melikhov / MOSLENTA

We have a dynasty: my grandmother was engaged in dairy products, then my mother, now I am. We are from the Ryazan region, but we have been taking our products to the Moscow markets for a long time. First they drove to the Central, then to Cheremushkinsky. When it was closed, they came to Danilovsky: it seems to be not far away, but we wanted to keep customers.

Quite a lot of people have been buying our cottage cheese for twenty years in a row. There is a guy who I remember as a three-year-old, when he and his father went to the Cheryomushkinsky market. I probably know all my customers by sight. Sometimes they bargain, but more often they tell something about themselves. I come to the market once a week, people come every time and, of course, when you see each other regularly, you ask how things are going.

Our main products are cottage cheese and sour cream. But when there is a demand for something, we try to satisfy it. People began to ask for ryazhenka and kefir - I tried it, it worked. When they started asking for goat's milk and cheese, they brought in goats. But the demand for them is not so great, and it is not very convenient to deal with goats separately.

Moscow continues to collect humanitarian aid to flood victims in the Kuban. Similar actions are taking place in St. Petersburg, Astrakhan, Stavropol and other cities throughout Russia. Details of the presenter Oksana Barykina were told by a volunteer, a journalist of the publication " Big city Svetlana Reiter.

–– How is the collection of humanitarian aid going, how many people are involved in it?

–– It is quite active. The gathering began at 10 am. I arrived two hours later. People constantly come, bring medicines, diapers, canned food, women's, men's clothing, children's clothing, bed linen, water, sunflower oil. In general, they bring everything you need, they bring it very actively, it's terribly nice.

–– What did you manage to collect to a greater extent?

–– Everything that I have listed you, I managed to collect to a large extent. Here I am standing now on the observation deck, there is a mountain in front of me women's clothing, a mountain of children's clothes, a mountain of men's clothes, a mountain of bedding, a mountain of medicines, I don't know, 45 boxes of canned food, instant noodles.

–– What do you think, looking at all this, what else is needed, what is missing?

- As far as I know, there are not enough generators, not always water, because its people drink quickly. Not enough, in my opinion, children's dishes. For some reason, I saw little children's dishes. I saw a couple of bottles of everything for children. Probably not enough disposable syringes, maybe in case there were diabetics.

I would say children's dishes are missing the most. Shoes are enough. Children's shoes, maybe there are a lot of children there.

–– When is this expected to ship?

–– At the moment we are sending one Gazelle, waiting for another truck and waiting for more buses. It's all somehow collected by our means, contacts and connections. Mitya Aleshkovsky, an ITAR-TASS photographer, helps a lot, he found friends who are ready to go to Krymsk in a Gazelle just like that. As far as I understand, there are not enough volunteers themselves, because men are needed there to clear the rubble, and men are needed there to carry all these heavy boxes home. There are currently 15 volunteers. I don't know if it's a lot or a little, because I'm out of place.

It seems to me that maybe a few more people, a dozen, would not hurt to take it all away, because even now it is somehow difficult for us to load it. In general, there are both girls and boys, which is very nice. And I would like to somehow, I don’t know, emphasize or note that people who bring things and any help to volunteers, after that people say: “How can I help?” and remain. I, in fact, came and stayed like that myself, I have been here for an hour and will be here until night. I would also like if someone suddenly brings something else here, please, if possible, sort it out, because in the heat it is quite difficult.

I understand that this is some kind of unnecessary requirement, people already help, and we are simply incredibly grateful to them for this. But, if you manage to sort, it will be great, because it's hard to do it in the heat.

–– Remind me where you are located geographically?

- We are on the observation deck, we will collect things until 8 o'clock in the evening. While collecting. You can also call to clarify. You can call by phone: 8-925-446-65-89.

1. Money

We all want to have more money. This is the basic need of all people. Once you associate your product with an opportunity to make more money, potential client immediately draw attention to you!

2. Security

Every person wants to feel safe. It may not only be physical security but also financial and emotional. Hundreds of billions of rubles in insurance against injuries and accidents are sold every year. When you convince a potential client that a product or service will provide him with reliability, you attract his attention.

3. Sympathy of others

Look inside yourself. Do you want to be liked by others? We want our relatives, colleagues, neighbors to admire us. Achieving these goals satisfies the need for self-esteem.

4. Status and prestige

Status and prestige are among the most powerful incentives for people. For example, I will give the case with the usual wrist watch. If you pay less than 3,000 rubles for them, then you buy an item to determine the time. If you buy a watch for more than 3000 rubles, then you are buying a luxury item. Through this, you let others know that you are a successful person.

5. Health and fitness

There's a lot of propaganda going on right now. healthy lifestyle life. Look around, because even among your friends and acquaintances there are people who suddenly started to do nothing in a fitness club, eat healthy food. We all dream of being healthy and living a long life, happy life without sores.

6. Praise and recognition

An important need is the need for recognition of our merits. We all love compliments. If you convince the client, by presenting a product or service, that thanks to them he will be able to gain recognition, he will immediately be interested in your offer.

7. Power, popularity

People crave power and influence and willingly purchase goods or services that can provide all of this. People strive to be popular and to please others.

8. Leadership in the field

Basically, the subscribers of my community are SMMs and entrepreneurs. Surely, you want to become leaders in your niche of goods or services. You want to be first in everything. If you link your product or service to meet this need, then immediately notice yourself.

9. Love and friendship

There are a huge number of dating services on the Internet that help people find friends, life partners with similar interests. All because people do not have enough communication and attention. The main incentive social communication is the desire for love and friendship.

10. Personal growth

One of the most important needs in the 21st century is the need for additional knowledge and skills. People want to ascend to the skies in their service industry, master new professions and skills. They crave promotion career ladder to be better than others, to outperform your competitors. People want to feel they can achieve anything they want.

11. Personal transformation

Perhaps the most abstract need for which people are willing to shell out money is the desire for personal transformation. If a potential customer feels that your product or service will help him move to a new, more high level and become a different person, he will stop at nothing to acquire them.

“In general, consumption is a social competition. With it, we rise above those around us. If my bottle of wine is more expensive than yours, then I myself am better than you.”

If you had $10,000 to spare, would you spend it on headphones or something like that?

It's not a joke. Headphones for the money really exist, for example, Orpheus Sennheiser or Onkyo Diamond. The question is, is their sound quality really ten times better than the thousand dollar equivalent?

It is believed that a more expensive product implies best quality, exclusivity, customization or some additional bonuses. But are expensive things always really better, and what makes people part with their money?

1 /5 Expensive DJ headphones tuned to limit bass and treble

Studies of our perception of the cost of goods show that we tend to associate price and product value, and sometimes evaluate expensive items as better or more effective, even if in fact they are no different from their cheaper counterparts.

One study by researchers at the California Institute of Technology and Stanford University found that not only do people appreciate the taste of wine better when they are told the price is high, but if they get an MRI of their brain at the same time, it will show that they do get more pleasure when they drink what they think is a more expensive drink.

In another study examining the use of a placebo as a pain reliever, participants who took what they thought were $2.50 painkillers felt more relief than others who were told the pill cost only 10 cents.

1 /5 Custom made luxury cars parked in South West London

Searching for the very best

Well, these are experiments, but how does the price affect our decision to buy in real life? Suppose that there is a product and its analogue twice as expensive - do buyers really think that the latter will be twice as good?

Michael Norton, a psychologist and professor of business administration at Harvard Business School, answers yes to this question, at least if

talk about consumer experience. His research shows that we are motivated to seek the very best, so-called peak experiences.

Norton notes that a restaurant, dish, or movie that everyone rates the same, a three, is safe, while if we see a spread in ratings from one to five, we can expect anything. In his words, "It's curious that people tend to take risks and choose the 1s and 5s option, because they want the best experience - even at the risk of stumbling upon a bad option."

Norton says that the same mechanism could explain the purchase of very expensive goods or services: “Increasing pleasure with increasing quality even comes with additional momentum, and perhaps drinking a $10,000 bottle of whiskey will be twice as pleasant as the same bottle for 5,000 because it's an extreme, peak experience."

Many of us are looking for unique vacation opportunities, even if they are not the most pleasant options, just to "add to the collection of experiences." Anat Keinan and Ran Kivetz write: "By collecting memorable experiences, consumers gain satisfaction, subjectively move forward and increase self-esteem."

1 /5 "By buying a Ferrari, I become part of a community of exceptional, interesting and passionate people."

Joshua Cartu is an amateur racing driver, entrepreneur and avid Ferrari collector. He says that he collects cars not only out of love for them, but also because it is a pass both to various events and to a certain circle of society.

He says: "The feeling of happiness from the accumulation material assets fleeting, and each time the reward received is less and less. Another thing is that when buying a Ferrari, I find myself in a society of the same sophisticated connoisseurs of the brand, like myself.

Cartu says that one of the most powerful experiences of his life was flying a MiG fighter in Russia: “We were twice as tall as passenger planes fly. The stars in the sky in broad daylight and the curving horizon is an incredible feeling.”

Most of us can't afford to fly a fighter jet or race a Ferrari, but the researchers suggest that the desire to collect a "collection of sensations" may also explain the craving for more modest entertainment, like an overnight stay in an ice hotel or bacon-flavored ice cream.

conspicuous consumption

Some people spend big money to demonstrate their success. Kartu says: “You may want to show others that you have achieved everything. This was important to me, because I am from a poor family, and I needed to show everyone that now I am on the same level with them. True, later, after some reflection, the need to make an impression disappeared.

Economic theory says that the demand for most goods increases as the price falls. In addition, there are the so-called "Veblen goods", the demand for which rises along with the price, because they value exclusivity.

Norton says: “In general, consumption is a social competition. With it, we rise above those around us. If my bottle of wine is more expensive than yours, then I myself am better than you.” At the same time, he adds that people can emphasize their high status either by standing out from others, or, conversely, by trying to be invisible.

1 /5 $1.4 million platinum and white gold pen set with diamonds

Elizabeth Carrid-Halkett is a professor at the University of Southern California and author of The Sum of Small Things. Ambitious class,” says wealthy Americans are buying less and less luxuries - designer handbags are being replaced by organic products.

She says: “Today, material goods are less of a marker of social status. We live in an era of abundance, which means that things are no longer as rare and attractive as before. To justify the cost of the product, you need some kind of story or some kind of status that goes with it.

Happiness at the expense of others

In the end, everything is simple: people are greedy for luxury goods, because they believe that they will make them happy. Norton, one of the authors of the book Happy Money. The Science of Buying Happiness says that the pleasure you get in exchange for money is much more about how you spend it than how much you spend.

He says spending money on things wears out over time, and suggests spending money on experiences: "Most of us seem to have a hard time getting happy by buying things."

However, there is one way - Norton's research proves that we become happier by giving blessings to others:

“It's not that buying things does not make us happy - of course, it makes us happy, that's why we buy them. The problem is, it doesn't make us happier in the long run. It’s quite another thing when we give them away.”

Prepared by Evgenia Sidorova