Quality versus quantity
What to choose? Is price always a definitive factor?
Are we living in the times of plenty? Most of us are. Today products, opportunities for investments, and developing oneself are more accessible for “ordinary” people. On the one hand, everyone can now choose the product or service that is strictly for them and can fulfill their needs. On the other, everyone at least once found themselves in a situation of standing with a blank stare trying to choose a type of butter, cornflakes, beer, or any other product. Going shopping could take forever that way. Standing in an alley that is filled with one particular product is more or less stressful.
Many people like this way, they are saying that thanks to it, they can choose something different every time and not get used to one particular brand — tasting new things and giving ourselves a bit more variety each time.
But groceries aren’t the only situation when you can find yourself in a “variety” problem. Because it is a problem. Every product is not only connected to money that you need to pay for it. Every product is a promise of a particular experience and you want that experience. Here is where the problem arise — in many cases human beings want too much too fast.
It is seen when someone is offering us not only products but also services. When you are buying glasses, for instance, the seller will ask and ask about additional features you could buy with basic pair like insurance, 50% bonus on the second pair, free etui, anti-reflex layers, and many, many more. That is only one example. With that kind of situation often comes additional questions like:
Why we need so much, and why do we need to pay so much?
Through years many get fond of the unwritten rule that quality stuff simply must cost more. To most luxurious items and services around the world are costing so much, that they are way beyond the reach of the ordinary consumer. Is it true? Does a burger that is layered with edible gold will be digested differently than an XXL common restaurant setting? No, but we would like to experience it. There is a high probability, that most quality products and services won’t even fulfill our needs. This happens often with people who suddenly have won on the lottery. Overnight they can try, buy and experience things that were beyond them, and in many cases moment of fulfillment brings regret. Why?
Because over the years this forbidden fruit has grown a thick layer of myths about how awesome, spectacular and unforgettable would be the moment of tasting, unpacking, or experiencing.
Quality versus quantity
But if not pricy quality, what remains? The answer is quantity. Many consumers don’t try to find a golden middle point between those two but travel from one extreme to another. Quantity in this case is about using the cheaper products and services not only because they cost less, but also because they are easier to obtain and give more opportunities for experiments in choosing what is the best for oneself.
One can think that price is almost always a definitive factor, and sometimes it is. You can see it clearly regarding services. Sometimes their prices are, well frankly speaking suspicious because of their low level. When something is too cheap, people automatically suspect that there must have been (or will be) serious shortcuts during production or engagement in providing a service. That thought brings pictures of less enjoyable experiences and lack of fulfillment — and if personal needs aren’t fulfilled, why should the consumer pay for something? One of the purposes of prices is also to catch someone’s attention. How? When a consumer sees a price he or she will calculate not only about budget limits but also about the real value of the product or service that they will bring into his/her life.
Why?
Big price often means or rather should mean that in the product or service was invested more than into the cheaper versions available on the market. So, materials, time spend on the production, engagement, promotion, distribution and many more aspects are a sum of the price and product/service value. But. In many cases, pricy products or services cost so much because of the brand. In media many times the subject of production-selling ratio was mentioned. We can see it clearly on an example of modern shoes whose signature is a brand logo. This “little” thing can make the default price skyrocket — and in many cases, consumers are expecting that. The reason is simple well-recognized brand makes the owner of the product or user of the service, a “member” of an elite club. He or she is giving a clear signal about being part of a particular group that follows particular values and sees the world from a specific perspective.
Choosing products and services in most cases is about participation in the company’s philosophy and declaring the fact that using or buying something has a deeper meaning than simply fulfilling the need. That is why “quality” often costs more. But on the other hand, consumers don’t act like that about every kind of product or service. Visible shortcuts are (must be) made during other purchases. Average customer simply can’t afford to buy only quality products and services — would be nice, rarely happens.
In such situations, quantity becomes a priority and often basic products that are necessities are bought for “half a price” or during the promotion season. Most of the customers don’t see anything weird or wrong in saving for the newest model of smartphone and eat worse quality food for few months because of this. Smartphones and more visible stuff became new mediums of value. Things that cannot be seen are becoming ways to save some money for more “important” purchases.
Of course, it is possible to find a balance between quality, quantity, needs, and budget, but rather sooner than later will happen the situation would like to try something from the top shelf, and in my opinion, his or hers thinking will be something like that:
price -> value -> need
More options more confusion
I have mentioned it at the beginning. When there are too many options, people have problems with making a decision. Every product and service is connected to specific experiences and is described like that in commercials, recommendations, and so on. For example:
”This soap will make you feel refreshed after a busy day, and help you reach a work/life balance”
Sounds familiar, right? When you believe in the product, you are expecting those kinds of experiences or at least the best you can get from them. So when you are standing in front of shelves filled with many kinds of soaps where each one will give you a similar result — there must be a problem.
This is a simple example, but the further you go in your daily consumption you can catch yourself thinking:
“why, should I pay more for something that gives me less than a cheaper substitute?”
Exactly, why?
It is a thought that probably will resurface itself from time to time, will it bring confusion — I certainly hope so, because in my opinion without it, we simply can’t specify what is important and what is not (not for surviving but for a living).
by Leszek Jasiński
