Beware of Promo Traps! Prof Ujang Sumarwan Urges Consumers to Be Smarter About Discounts
Ahead of the major 10.10 promotional event on various marketplaces, consumers are bombarded with a variety of tempting discount and flash sale offers. However, behind the euphoria, IPB University’s Professor of Consumer Science, Prof Ujang Sumarwan, reminds us of the importance of consumer literacy so as not to fall into impulsive shopping behavior.
In an IPB Podcast episode on the IPB TV YouTube channel titled “The Desire to Buy, Trapping You!”, Prof Ujang emphasized that consumer science plays a significant role in improving the quality of life and community welfare.
“Those who need to understand consumer behavior are not just producers or companies, but consumers themselves. So they don’t get trapped into making decisions that harm themselves,” he explained.
According to him, many people today are trapped because they fail to distinguish between needs and wants. “If consumers cannot differentiate between needs and wants, while their purchasing power is limited, it will be detrimental. Many people get trapped following their wants, not their needs,” he added.
The phenomenon of impulsive buying or unplanned purchases that increases during promotional seasons is also under his spotlight. Discounts and promotions often trigger consumers to buy items that are actually unnecessary.
“Often we go to the store without a shopping plan, but because we see a discount, we end up buying. That is an example of unplanned shopping,” added Prof Ujang.
Furthermore, Prof Ujang reminds consumers to be cautious of unethical business practices and fraud that are rampant in the digital era. He shared principles that consumers should adhere to: be thorough before buying, be thorough while buying, and be thorough after buying.
“Since 1993 there have already been fraud schemes. Until now, they still exist, only the medium has changed. Now there are many scams via phone calls, social media, and messaging apps. For this reason, consumers must increase their digital literacy,” he explained.
Prof Ujang provided several tips for consumers to be wiser: do research before buying, use official websites/stores, read reviews and ask experienced people, be wary of unreasonable prices, and don’t rush to make decisions.
In addition to the role of consumers, Prof Ujang emphasized the importance of protection from companies and the government. “If companies are careless, harmed consumers can complain, even on social media, which actually damages the company’s image. The government is also present through regulations, such as Financial Services Authority (OJK) and Food and Drug Supervisory Agency (BPOM), to protect consumers,” he explained.
At the end of the session, Prof Ujang advised consumers to always be wise in shopping. “When you see an interesting item, first ask yourself: is this a need or just a want? Avoid buying on credit for consumption, unless for productive things like a house or vehicle. And don’t easily trust unclear offers on social media,” he advised.
By understanding consumer science, according to Prof Ujang, people can make smarter decisions, avoid marketing traps, and ultimately improve their own welfare. (Fj) (IAAS/KMR)
