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Chapter 2 2 Making Consumer Decisions pp. 354-369
Chapter 22Making Consumer Decisions pp. 354-369
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Learning ObjectivesLearning ObjectivesAfter completing this chapter, you’ll be After completing this chapter, you’ll be able to:able to:
1.1. DescribeDescribe choices consumers make when buying goods and services.
2.2. Identify Identify types of stores where consumers can make purchases.
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Learning ObjectivesLearning ObjectivesAfter completing this chapter, you’ll be After completing this chapter, you’ll be able to:able to:
3.3. List List ways to be a smart consumer.
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Why It’s ImportantWhy It’s Important
As a consumer you have the problem of making your money go as far as possible. If you want to get the most for your money, you have to learn how to make good consumer decisions.
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Key WordsKey Words
brand namegeneric productscomparison shoppingunit pricepromotional saleclearance sale
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Key WordsKey Words
loss leadersimpulse buyingwarranty
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Consumer Choices Consumer Choices Being a consumer—a person who selects, purchases, uses, and disposes of goods and services—is difficult when you have many choices.
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What to Buy What to Buy You can choose to buy either a brand-name product or a generic product.
A brand name is a word or name on a product that helps consumers distinguish it from other products.
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What to Buy What to Buy Generic products are plainly labeled, unadvertised, and sold at lower prices.
On the average, generic products cost 40 percent less than name-brand products.
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Figure22.1 MAKING A BRAND DECISION
Generic brands usually cost less than brand-name products. Fresh, frozen, and canned are choices for many food products.When would you buy each of these different vegetable products?
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What to Buy What to Buy The main reason generic products cost less is because the producers spend so little on marketing and advertising.
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When to Buy When to Buy Prices for many items change during different times of the year.
If you plan on buying a car or a computer, the prices usually go way down shortly before the new models are released.
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Where to Buy Where to Buy The three reasons for the different types of places in which to shop are:
• The kinds of goods and services sold• The prices • The convenience
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Department Stores Department Stores Department stores sell a wide variety of goods, such as clothing, furniture, appliances, and sporting goods.
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Department Stores Department Stores Because department stores offer name brands and customer services, their prices are often higher than other types of stores.
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Discount Stores Discount Stores Discount stores sell a wide variety of goods like department stores but at lower prices.
They offer few services and stock merchandise in large quantities.
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Off-Price and Outlet Stores Off-Price and Outlet Stores Off-price and outlet stores are able to offer large discounts because the items they sell have minor flaws, are out of season, or have been discontinued.
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Superstores and Hypermarkets Superstores and Hypermarkets Superstores and hypermarkets are like supermarkets but sell items such as books, hardware, and clothing as well as groceries.
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Warehouse Stores Warehouse Stores Warehouse stores carry a huge selection of food and nonfood items at low prices and in bulk quantities.
They sometimes require customers to become members of the store by paying a membership fee.
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Showroom Retailers Showroom Retailers Showroom retailers display samples of their products for customers to choose from.
Customers fill out an order form and the orders are filled from a backroom warehouse.
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Shopping at Home Shopping at Home You can also shop without ever leaving home by ordering products through:
• TV home shopping channels • Mail-order catalogs • The Internet
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What to Pay What to Pay Checking the price and quality of a product in more than one store is called comparison shopping.
Comparison shopping is most important when making a major purchase.
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What to Pay What to Pay The unit price is the cost of an item for a standard unit of measurement, such as an ounce.
Many stores list the unit price under the posted cost of an item.
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What to Pay What to Pay
You can calculate the unit price of an item yourself by dividing the total price by its weight, volume, or quantity.
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Figure22.2 CHECKLIST FOR COMPARISON SHOPPING
When you’re comparison shopping, check for various products’ features.When you examine an item of clothing for quality, what should you look for?
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Fast Review
1. Why do generic products cost less than brand-name products?
2. When is a good time to shop for a product like a car, a computer, or an item of clothing?
continued
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Fast Review
3. What are the ways you can shop from home?
4. How can you calculate the unit price of an item?
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How to Be a Smart Consumer How to Be a Smart Consumer You can become a smart consumer by planning in advance.
One way to be a smart consumer is by learning how to read advertisements.
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Study Advertisements Study Advertisements Rational advertising attempts to convince you with facts and information.
Emotional advertising appeals to your feelings.
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Study Advertisements Study Advertisements An ad that says “The best buy in town!” won’t necessarily help you become a smarter consumer.
An ad that says “9 oz. Sparkle-Plenty Toothpaste, $1.99” might be very helpful.
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Read Consumer Publications Read Consumer Publications Magazines such as Consumer Reports and Consumers Research Magazine give detailed information about goods that have been tested and rated by them.
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Read Consumer Publications Read Consumer Publications Libraries and online services are good places to find these sources of consumer information.
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Shop at Sales Shop at Sales Some shopping experts say that the average consumer can save up to 15 percent by taking advantage of sales.
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Shop at Sales Shop at Sales A promotional sale is one that gives you a special buy on a new product or a product that’s in season.
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Shop at Sales Shop at Sales A store might have a clearance sale to clear out goods that are going out of season or are no longer profitable in order to make room for new merchandise.
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Shop at Sales Shop at Sales During sales, look for products that are advertised as selling at a loss or below cost.
These advertised specials are called loss leaders.
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Use Shopping Lists Use Shopping Lists Impulse buying is purchasing things on the spur of the moment.
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Use Shopping Lists Use Shopping Lists A shopping list will keep you from making unnecessary shopping trips and keep you from buying on the spur of the moment.
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Resist Pressure and Gimmicks Resist Pressure and Gimmicks Some salespersons use high-pressure tactics to try to get you to buy what they’re selling.
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Resist Pressure and Gimmicks Resist Pressure and Gimmicks Sales gimmicks are meant to grab your attention and get you into the store or draw you into buying something.
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Resist Pressure and Gimmicks Resist Pressure and Gimmicks Always closely examine any deal or bargain that seems too good to be true.
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Read Labels and Warranties Read Labels and Warranties You might find information on the label that will make you decide not to buy the product.
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Read Labels and Warranties Read Labels and Warranties A warranty is a legal document that states the rights and responsibilities agreed to by the consumer and the store or the manufacturer.
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Read Labels and Warranties Read Labels and Warranties Full warranties state that the seller will repair a product that doesn’t work, usually free of charge.
It could also offer to replace the product or refund your money.
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Read Labels and Warranties Read Labels and Warranties Full warranties are usually good for a stated time period, such as 90 days or one year.
Limited warranties cover only certain parts of a product.
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Graphic OrganizerBeing a Smart ConsumerBeing a Smart Consumer
Graphic OrganizerGraphic Organizer
Resistsales
gimmicks
Resistsales
gimmicks
Useshopping
lists
Useshopping
lists
Readconsumer
publications
Readconsumer
publications
Shop atsales
Shop atsales
Studyadvertisements
Studyadvertisements
Read labelsand
warranties
Read labelsand
warranties
SMARTSMARTCOSUMERSCOSUMERS
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Fast Review
1. What is the difference between rational advertising and emotional advertising?
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Fast Review
2. What two consumer magazines are good sources of information about products?
3. Why do stores have clearance sales? continued
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Fast Review
4. What is the difference between a full warranty and a limited warranty?
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In business, good communication spells success. Active listening is an important part of good communication. You can learn and improve active listening.
continued
Developing Listening SkillsBusiness Building BlocksBusiness Building Blocks
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When you’re listening, do you:
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Checklist for Active ListeningBusiness Building BlocksBusiness Building Blocks
Fidget? Ignore things that could distract you? Keep your eyes on the speaker? Concentrate on what the speaker is
saying?
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continued
Checklist for Active ListeningBusiness Building BlocksBusiness Building Blocks
Pick out the important ideas and think about how they’re related?
Summarize the ideas in your head? Take notes to help you focus and
remember?
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continued
Checklist for Active ListeningBusiness Building BlocksBusiness Building Blocks
Ask the person to repeat or explain something that isn’t clear to you?
Avoid interrupting before the speaker is finished talking?
Avoid thinking of what you’ll say next?
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Checklist for Active ListeningBusiness Building BlocksBusiness Building Blocks
Pay attention even if you think the person’s words don’t interest you?
End of ChapterMaking Consumer Decisions
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