IntroductionWhat to Buy – That is the QuestionBuying decisions are the essence of life in the commerce-driven 21st century. From everyday decisions like selecting lunch from a restaurant menu, to getting a new car, to major company acquisitions, much of our time is spent “buying”.And these choices are anything but simple. Each marketer professes to be the sole champion of our consumer rights and pummels us with enticing advertising messages, about how their wares are “the best”. Seductive as these messages are, no product or service is quite the same. The difference may be glaring – that of “better vs. worse”, or a subtle tradeoff between price, quality, feature set, customer service, or durability.It is therefore important to keep our wits about & develop a systematic approach to the buying decision. Our view should be broad & farsighted, rather than buying based only on what immediately meets the eye. Hasty decisions leave us with flashy features never used, or hefty repair bills of products that came cheap.A good example of a systematic approach is when you buy a car. A myriad of factors are considered & weighed, which impact the owner for the next decade. This includes brand, performance vs…. Read full this story
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