{{B}} Shoppers wary of 'premium' goods{{/B}}
One of the marketing industry's favourite terms is 'premium' - usually taken to mean 'luxury' or 'top quality'. The ideal is to create a premium car, wristwatch or perfume - something that appears to transcend the ordinary. When they succeed, marketers are able to charge high prices for the resulting product.
However, manufacturers should take note of a recent survey of shoppers' attitudes to so-called premium goods. {{U}}(9) {{/U}} In fact, the tag seems to have become devalued by overuse.
Consumers of all socio-economic backgrounds are very keen to buy the best - but not all product categories lend themselves to a premium status. 'Premium' can be used in any category where image is paramount, and that includes cars, toiletries, clothes and electronics. {{U}}(10) {{/U}} Banking and insurance are typical of this second group.
More than 70 per cent of consumers interviewed in the survey said that a premium tag on everyday items such as coffee or soap is an excuse to charge extra for products that don't always have extra benefits. {{U}}(11) {{/U}} The prevalence of such a suspicious attitude makes life hard for the marketers.
While the word 'luxury' had a clear and definable meaning among respondents - most related it to cars - 'premium' was found to be harder to define. Oddly, the only category apart from cars where 'premium' was understood to mean something specific was bread. {{U}}(12) {{/U}} Several respondents said they would never pay much for a standard sliced loaf but on special occasions would happily pay double for something that qualifies as a treat.
Packaging was found to be an important factor in charging extra for premium products, with sophisticated design enabling toiletries, electronics or food items to sell for far more. Shoppers are willing to pay extra for something that has had thought put into its outward appearance. {{U}}(13) {{/U}} Yet the knowledge has no impact on their choice.
The profit margin on premium-priced toiletries and beauty items can be as much as 300--400 per cent - and in excess of 500 per cent for hi-fi and other electronic goods. {{U}}(14) {{/U}} In a crowded marketplace such as cars or mobiles, it's far more difficult to achieve this transformation than you might think.
A The term is less effective, however, in areas where style and fashion play a smaller role.
B The product hidden behind this attractive exterior may be exactly the same as an item selling for half the price, and shoppers may be quite aware of this.
C The results suggest that the term 'premium' means very little to consumers.
D A fifth of them went further, and dismissed the very word as simply a way of loading prices.
E It follows that price and utility are not the only factors in play when it comes to purchasing decisions.
F With such an incentive, the challenge for marketers is to find the triggers that can turn an ordinary product into something consumers will accept as premium.
G The survey found that consumers were prepared to pay top prices for speciality items, just as long as prices for everyday products remained low.
H When they succeed, marketers are able to charge high prices for the resulting product.