My wife and I love shopping. She is more of a driver while I am on the analytical side. I like to gather the information, know the facts, evaluate options and then go for a purchase. For my wife, it is important to know the basic facts about the product and she is ready to make a quick decision, whether she wants the product or not. When we do shopping together, mostly we debate on “let’s buy right now vs. why not wait and evaluate other options.” Who wins? Well! Suffice it to say, our scores are pretty even.
Recently she bought a new digital camera. While going to the nearest “Best Buy” to buy the camera, she wanted me to accompany her. Though before entering the store, she cautioned me to not to start a fact finding mission, comparing features and benefits of various brands, as she wants to make this purchase a quick and simple one. I agreed, but was not convinced. The digital camera market is now a days turned into a commodity market. There is a high price sensitivity due to “difficult comparison effects.” There are so many choices and brands available with similar features and benefits that sometimes it is really difficult to pick an absolute winner. When we entered the Best Buy, we already had a silent agreement that it will be a short trip, no fuss over facts!
When we went to the Camera Section, it was truly confusing. There were so many choices from Nikons and Canons to Sonys and Toshibas that it was difficult to select one. My wife looked puzzled, and I had a huge grin, the message was loud… and you wanted this to be a quick and simple purchase!
Triumphantly, grinning from cheek to cheek, I started looking at the features of each brand and started comparing them… the analyzer prevailed! But soon I was confused too. The features/ benefits and price variability was difficult to connect. There was significant price variability between various brands with similar features.
At this point, we really needed help. Those of you, shopping at the...
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