The Illusion of Marketing: Where Does the Real Discount Begin?

The world of marketing is a masterclass in shaping perception. Campaigns, discounts, zero-interest loans, and “limited-time offers” are often not about selling the truth—but about selling an idea. This is especially true in high-ticket sectors like automotive, home appliances, and furniture.

The “Launch Price” Illusion

When a new product hits the market, it’s often introduced with a “launch price” that seems high. Shortly after, a “campaign” is announced and the price drops. Consumers feel like they’re getting a deal—when in reality, that high launch price was never intended to be the actual sales price. The aim is to create the illusion of a generous discount.

The Hidden Truth Behind Credit Campaigns

A similar illusion exists in financing offers. Imagine the market interest rate is 5%, yet a brand advertises a “0%” or “2%” loan. What actually happens behind the scenes is this: the cash discount you could have received is redirected to the bank as an interest subsidy. In other words, the potential discount is used to make the financing seem more attractive.

Cash Discount vs. Installment Appeal

In Turkey, consumer behavior is shaped by high inflation. Instead of opting for upfront savings, many prefer the comfort of delayed payments. Brands are well aware of this tendency. That’s why their marketing strategies often follow this pattern:

• Hide the actual discount

• Highlight interest-free payment plans or long-term installments

• Carefully manage perception

As a result, consumers focus on the “cheap” financing and may overlook the fact that the product’s actual price is inflated.

The Importance of Being an Informed Consumer

Campaigns don’t always work in favor of the customer. In many cases, those not using the credit option could receive a better discount—but that’s rarely communicated. That’s why consumers should not just look at flashy tags or monthly payment plans. Instead, they should examine:

• The product’s actual cash price

• The total cost of payment over time

• Alternative purchase options

Always remember: Marketing is not the art of selling reality—but the art of selling perception.