It’s to do with the widely held belief that we buy on price. In fact many people pride themselves on boasting just how little they are prepared to pay for anything. The fact is that whether we are buying a car, a meal out or looking for video production companies in Manchester, we don’t actually buy on price even if we think we do.
If we did buy on price then how come we’re not all running round Del Boy style in Reliant Robins or those weird little things that look like a filing cabinet on wheels that do zillions to the gallon? Why is it that at the same time the luxury end of the car market can’t turn ‘em out fast enough? How come it’s not Blackpool and Skegness that are booked solid for a year ahead rather than those exclusive Caribbean islands with day rates equalling a football mangers pension? And when it comes to our daily bread why isn’t everyone jammed into Poundworld or Aldi leaving Waitrose like a land-locked Marie Celeste?
The other day I was treated to a spectacularly expensive lunch at one of those posh restaurants owned by a wealthy TV chef. It was an ordinary Monday lunchtime yet at midday the place was packed to bursting. Even getting into the car park was completely out of the question. Meanwhile down the road I suspect many a local restaurant, pub and possibly a few MacDonald’s were all echoingly empty – an endorsement if anyone needed it that times are hard indeed.
The reality is although we think we buy on price we actually base our decisions on things less obvious, things that bring us reassurance and comfort in times of worry and doubt. Things like reputation, added value, exclusivity, the buying experience and in these bleak times good old familiarity and comfort. Tap into those and the price tag becomes irrelevant - even if like me, you’re not picking up the tab.