Becoming a Smart Consumer Consumer Ed. – Ch. 3 Becoming a Smart Consumer

Your Role as a Consumer Consumer Consumerism Person or group that buys or uses goods and services to satisfy personal needs and/or wants Consumerism Educating buyers about their purchases to make them demand better and safe products

Where Does the $ Go? Taxes/Social Security Housing/Household 17% 30% Savings 3% 5% 14% Entertainment Food 5% 7% 19% Medical Clothing Transportation

Income Disposal Income – money left after taxes Discretionary Income – money left after necessities to spend on luxuries Disposable Income Discretionary Income Expenses After Taxes After Bills $ Left

What if………….. You receive a pay raise, how will each be affected? You cancel your cell phone? Leave a full time job for a part time job? You get married? Disposable Expenses Discretionary

Ability to consume depends on… Education – High school graduate vs. bachelors degree vs. masters degree Occupation – CEO of a major company vs. a small town plumber Experience – First year worker vs. 30 years of work Health – Disability? Frequent truancy? Location – Inflation based on where you live! http://www.bankrate.com/calculators/savings/moving-cost-of-living-calculator.aspx

Education Makes a Difference! Males Females High School $28,307 $16,906 Some College $32,641 $19,856 Bachelor’s $50,056 $30,119 Advanced $78,032 $42,744

Buying is Based Upon 3 Things Consumers Should ask Themselves: Do I really need this item? Is the value/worth of this item worth the amount of time and effort I put into raising the necessary funds to pay for it? Is there a better use of my income elsewhere?

Consumer Decision Making Do I really NEED this item? Or do I really WANT this item? Opportunity Cost – the cost, or sacrifice, you made by choosing your item (difference between your item and the highest one below it) Rational Choice – Making a smart consumer decision based upon opportunity cost; no correct choice, based on perceived value

Buying Principle or Strategies http://www.youtube.com/watch?v=vlDUUFhZvSA Gathering Information Analyzing Advertisement Does the ad appeal to just my emotions? What are the features of the product? Are their any hidden cost?

Gathering Information Comparison Shopping! Test out products Discuss brands & models w/ different sellers How Much Time Should You Spend? Time gathering information shouldn’t exceed perceived value of the product Use the Internet!

Gathering Information Competitive Advertisement Ads that try to persuade their product over the competitions. Ex: Nike vs. Adidas http://www.youtube.com/watch?v=IXDSWhobbfc&feature=related Informative Advertisement Ads that are strictly informative. Takes little effort on the part of the consumer.

Use Advertising Wisely Competitive Advertising – attempts to persuade their product is superior Informative Advertising – gives information about a product Deceptive Advertising – false or misleading info about a product Bait and Switch Puffing

Bait and Switch Exposed by News Team! http://www.youtube.com/watch?v=uiQLD-Xg1yU

YouTube - State Issues Warning To 'Deceptive' Dealership Deceptive Sales Practices Uncovered! YouTube - State Issues Warning To 'Deceptive' Dealership

Comparison Shopping Where do you buy at? Newspapers, Phone calls, Internet, Visit stores, etc. Negotiate!!! Warranties – promise by seller to repair or replace a product if faulty or damaged w/in a certain period of time

Comparison Shopping (cont.) Brand Name – word, picture, or logo that distinguishes it from other products Sold nationally or internationally; Backed by a major business Generic – difficult to determine the producer; sold in large quantities, cheaper

Consumerism Buyers need to be educated Consumer Rights – JFK, 1962 Right to be safe Right to be informed Right to choose Right to be heard Right to redress (added by Nixon)

Faulty Product? No Problem! Report the problem immediately! State the problem & propose a solution Include all important details on your case Describe action you took to solve the problem Keep accurate records – Make Copies! Give time to solve problem before reporting it Type letter of complaint or E-Mail! Keep Cool! Ethical Behavior – respect rights of others