So much research goes into getting you, the consumer, to desire their product. One of their main tactics is simply the look—the colors, the shapes, and the arrangement on the shelf or on the screen. Another clear tactic is the feel—something smooth, fluffy, or similar to more high-end materials. For food, getting that sweet and salty combination has been mastered by the most popular companies.
And not to be understated, even smell has come into the equation by experimenting with what smells evoke certain reactions. These smells, “can be wafted through open doors and windows,” and better yet customers, “don’t realize the scent they’re smelling is intentional rather than coincidental,” chimes in Marisa Sanfilippo.1 Clearly, the consumer is marked for destination Dollar Spending. But what can you as the consumer do to counter the effects of these tactics? Let’s talk about identifying, conditioning, comparing, and finally—you guessed it—buying that product that strikes your heart’s fancy.
Go For What You Really Want
Too many people these days, aren’t really sure what they actually want. I have heard it said that one should only keep and possess things that they really love (not like, but love). Pairing down and in the words of Joshua Becker, “Own less, live more, and create space for the things you love,” is a personal side hobby.2 Even if it isn’t possible to love everything that you possess, you could at least know which one of those items you want. On occasion, I will have no idea of what even one brand is out there for that item, not to mention other more basic details. In those situations, doing a quick google search will pop up some popular brands that are keeping customers coming back. Reading others’ blogs about their idea of the best of the best will get some juices going. Though many of those are affiliate links, bloggers still had to do at least some research to construct the blog.
Once the general brand is narrowed down, then the different models that they distribute can be looked over in the specifications section. Going to websites that have reviews of the product that you are considering is also great. Of course, listening to everyone’s opinions about the product isn’t the best idea (as some of these could even be from competitors). But reading a considerable amount of why or why not customers tend to like the product is helpful. The last idea that will be mentioned here is considering if this product is what you are looking for in your specific situation. Many people use products differently, or they may us them the same but with different intensities, or they may have different expectations for the product than what you would profile. Therefore, thinking of your specific situation mixed with these other previous tips should at least bring you between a few items that you can then do even more comparison to hammer down which product you find useful and actually really want.
New or Used—That Is the Question
Knowing the condition that you are willing to settle for is also helpful before you move into the following steps in this tutorial. More and more Americans are going for used products, as inflation seems to not meet up—at least psychologically—with the higher wages.3 Essentially, think about if the product would still be reliable with some use. If you are talking a handbag, I might say that you will need to go for only new as handbags tend to get worn out pretty quickly. There can be an exception if the seller pictured and described the item in excellent to like new condition. However, different sellers have different ideas about what is excellent or like new. If you are talking a pair of high-end leather baby shoes, then you might be okay with used as those tend to not get much wear.
All Roads Lead to Retail
For most products, many different marketplaces will actually sell that same product, so looking in more than one brick and mortar or e-commerce marketplace can be very helpful. Some people think that certain stores advertising their product as a bargain are always the cheapest. In actuality, it really comes down to how many times that item is marked up
(money added for each step of the handling from manufacturer to final customer). Sometimes the cheapest price is actually online, where the seller may not need to mark up the item as much due to less overhead. 5 of the top markeplaces as of 2021 are Amazon, eBay, Walmart, Etsy, and Target.4 Sometimes the answer is to buy local for an item that is out of stock online or is not sold at a better price online due to the item not reaching the sweet spot (usually at least $20) in price after shipping and other charges.
Furthermore, different e-commerce marketplaces are known for different items. Some are more friendly to liquidation or retail/online arbitrage sellers, with less condition stipulations or right to sell. Other items are doing great in price for the consumer in certain e-marketplaces due to very high competition driving the price down. So, looking around either locally or online will help compare exactly where you want to buy that item you worked so hard to narrow down.
No Interest, No Thank You
So, you have your exact model, you have your exact condition, your exact marketplace, and your exact seller on your exact marketplace. How do you finally bring this baby home? Well, for most people this is pretty straightforward. Carefully punch in, swipe, or hold up your card. Simply take out your cash, or write the check. Use go-between e-payment services that have proven to be private and reputable. Even use payment options at the register through your phone through both Android and Apple platforms.
Just be careful of the no-interest options. They seem appealing for a tighter budget,
but have very steep interest rates after the no-interest period. To date, PayPal’s APR is almost 24 percent.5 If you aren’t able to afford the item now, honestly access if you will be able to afford the item later. Sometimes, simply the time saving for the item can make room for new items to pop up at cheaper prices. In the same vein, for those that have payment all figured out with one of the methods above or otherwise, at least be informed of cash back options on some credit cards and marketplaces. Two of some popular ones are the Amazon Rewards Visa Card and the Discover It Visa Card. They range anywhere from 1-5% back depending on if one has a prime account or not and where/what items have been purchased. For the disciplined of heart, these can be a great way to pay yourself by getting cash back on products you are already planning to spend.
On Your Mark, Get Set, Research
Not falling prey to the very intentional marketing schemes takes intentional consumer product research. On more than a few occasions, I have heard others talk about their impulse buys. While some of this impulse buying is normal for most Americans, we can do our own market research and target the exact product that would most suit us for its intended purpose. We can largely do this research through the comfort of our homes without hopping from store to store. And practice makes perfect. In no time, you will be able to go from no idea of what is even out there to landing the deal. Start with what you really want, to what condition you are willing to settle, to what marketplace offers the best condition and price, to the payment method that speaks most your language. Soon the marketers will be able to sniff you out with your own scent marketing emitting the fragrance of someone who has truly done their homework. Happy buying!
Footnotes
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