Page 39 - Book5E

• What you are buying costs a lot of money.
• You don’t have much money to spend.
• It won’t cost much in time or money to conduct the search.
• You think the difference between prices and quality of items could be large.
Get as much information as you can about the products available to fulfill the need you are shopping for. How much of an information search you conduct will depend on the total cost of the search compared to the benefits you will receive. A smart consumer knows when to stop gathering information and make a decision. If a product costs only a few dollars, you probably won’t spend much time search- ing for information before you make a decision. But if an item costs a lot of money, you will want to spend more time learning about the product before you buy.
Making a Major Purchase
31