Bargain vs quality
IF cash is king, then who gets to don the biggest and best crown? Quality or bargain buys?
According to a recent online survey by Avya Skincare, the “average consumer” (defined by 2,000 people polled across the United States in May 2018) cared most about quality when it came to condoms, car repairs, education and professional services that focus on finances and health.
That same population cared more about finding a bargain when it pertains to clothing, electronics like smartphones, and toilet paper. Data also revealed that consumers cared least about quality when shopping for beauty products like makeup, and salon services like manicures, pedicures and hair colouring, as well as alcohol. And some categories straddle the quality versus bargain fence: Folks demand the highest quality, but at a discount for such things as real estate, dining out and meat.
After learning about the list, Bolingbrook, Illinois, resident Stephanie Stewart, 53, agreed with some of the consumer opinions – not skimping on car-related expenses – but she says she looks for quality when it comes to small (ear swabs, makeup and beer) and big ticket items like furniture.
“Quality means a lot of different things to people. I’ll pay an extra US$25 (RM104) per tyre, but it’s based on longevity and the fact that it doesn’t get a lot of flats – in that way, quality means the wearability of the tyre, it has nothing to do with the brand name,” she said.
Coupons.com savings expert Jeanette Pavini understands the logic behind such shopping habits.
“A brand name doesn’t always mean it’s the best product,” Pavini said referring to the idea of second labels – products made under a name brand that also sell the same product under a second, less expensive label. “I think it’s fine if you have a designer or a product you feel is exceptional quality and buy it. But, it’s also good to have an open mind to other products that don’t have the name recognition but have the goods,” she said.
And those goods include tattoos, where per the survey, millennials are 33% more concerned with the quality of their ink than baby boomers. Similarly, there is a gender divide when it comes to beauty products: Women are 31% more concerned with the quality of beauty products than men.
“Keep in mind, just because an item is a great deal doesn’t mean you should get it,” Pavini said. “I feel we have been trained to check to see if there is a coupon or sale before we make a purchase.”
Naperville, Illinois, resident Lorraine Osipczuk, 47, considers herself a bargain shopper. She’s not afraid to haggle, but if she walks away from a purchase and finds she can’t get the item out of her head, she will go back to buy it regardless of price. She also finds herself picking a product that falls in the middle of a highlow price range if she can’t decide which product to choose.
“In situations like car repair or anything having to be fixed, I’ll worry why is a price so low, and with the high price, I really don’t want to pay that much,” Osipczuk said. “Most of the time it boils down to: I just don’t have that much; I can’t spend that much.”
Income was not a main factor when looking at consumer preferences for both quality and bargaining, according to the survey. Participants’ income level was fairly evenly distributed, between US$30,000 and US$120,000 a year.
“There are some multimillionaires who will not make a purchase unless they feel they are getting a deal. And there are some people who live well beyond their means spending money they don’t have to buy a high-quality item. Income doesn’t always determine a person’s spending habits,” Pavini said.
“Spend a little time researching the features you want in a product or service, and then compare different retailers. You can usually find what you want at a good price.
“For things that will affect your well-being or your family’s well-being, always go for the best you can afford. And if it is a purchase on an item you will use for many years to come, like a mattress, find the best one within your budget.”