Нейромаркетолог объяснил плюсы особой маркировки «вражеских» товаров

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Эксперт оценил инициативу депутата Госдумы заклеймить продукцию недругов России Поделиться

«Произведено врагом России» — наклейки с такой надписью появиться на товарах из стран Запада. Ввести обязательную маркировку продукции, изготовленной компаниями из недружественных государств, предложил заместитель председателя думского комитета по обороне Алексей Журавлев. «МК» узнал у эксперта по нейромаркетингу, как повлияет такое нововведение на поведение покупателей.

Нейромаркетолог объяснил плюсы особой маркировки «вражеских» товаров

Зампред комитета ГД по обороне, лидер партии «Родина» Алексей Журавлев предложил в прямом смысле заклеймить товары из стран, которые ведут в отношении России враждебную политику.

Парламентарий обратил внимание на то, что многие западные компании на словах объявили об уходе из России, но по факту продолжают торговать в нашей стране своей продукцией.

«Уверен, что такие товары нужно маркировать «произведено врагом России», причем обязательно крупным шрифтом и на самом видном месте»,— заявил Алексей Журавлев.

Депутат подчеркнул, что считает недопустимой ситуацию, когда иностранные товаропроизводители возвращаются на российский рынок под новыми брендами.

Член гильдии маркетологов, сооснователь платформы по персонализации покупателей Владимир Козлов рассказал «МК», что негативная маркировка товаров может существенно снизить продажи. Эксперт отметил, что подобная практика уже существует в западных странах.

— Ничего нового господин Журавлев не придумал. США и Европы были пионерами такой практики. Маркировка действительно влияет на продажи. Она оказывает социальное давление на человека. Покупатель, приобретая товар с негативной маркировкой, будет думать: «А что обо мне подумают друзья или родственники, когда придут ко мне домой и увидят такую покупку с надписью на видном месте?» — пояснил Владимир Козлов.

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Нейромаркетолог отметил, что маркировка играет роль жесткого инструмента воздействия на потребителя. Никогда прежде Россия к таким методам не прибегала:

— Даже в самые тяжелые времена мы всегда оставляли зазор для потребительской свободы. Но когда мы видим, как страны Запада ведут себя по отношению к нашей стране, ничего другого не остается. Депутат Журавлев своим предложением по сути просто зеркалит поведение Запада. Это переход к взрослому поведению и попытка со стороны России зайти в зону воздействия на поведение потребителей, — объясняет эксперт.

Кроме зеркального ответа недружественным странам у маркировки импортных товаров есть и еще одна роль. Она может развернуть покупателя в сторону отечественных товаров, — уверен Козлов:

— Тридцать лет нам внушали, что на Западе лучшие товары. Сейчас пришло время обратить внимание на своих производителей. Та же бытовая химия у нас ничуть не хуже, а то и лучше импортной. Сейчас как раз то время, когда отечественные компании могут подняться. По моим наблюдениям, после ухода западных производителей несколько производителей бытовой химии из Подмосковья улучшили свое положение в четыре раза. Раньше это были полузаброшенные предприятия, а теперь они стали градообразующими и дают не только качественную продукцию, но и новые рабочие места.

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