Consumer Finance
Have Australians lost the meaning of true value and the appetite for finding a bargain?
ABC Radio Presenter Richard Glover has gone to print and to air on the subject of bargain hunting.
“I think some people still shop for bargains… and thank god for them because they’re the protective mechanism for the rest of us. Because once they stop doing it or die off…we’re at the mercy of the retailers,” he said.
Glover explains further, “You still see people and they’re not all old but a lot of them are elderly who stand in the supermarket aisle looking very closely. You can see them calculating, is the 24 pack of toilet paper actually cheaper than the 12 pack once you work it out per roll?”
But is this bargain hunting nature being passed down to Generation X and Y?
According to Richard, “You occasionally see a young person using their calculator on a mobile phone and I feel like going up and congratulating them.”
With the Reserve Bank’s figures showing that credit card debt in Australia has reached $40 billion and that the average credit card debt is now $3,000… hopefully a few more Australians will look harder at the price tag.
But it can be tough at times to have the energy to shop around.
Richard acknowledges this, “It’s the modern world, we’re all stressed, both adults are working and between picking up the kids and racing to work… shopping is crowded into a few minutes on Saturday morning. People don’t spend a lot of time thinking about the value of things and I’m sympathetic to that.”
Richard continues, “No one has a spare brain cell to realise that a leg of lamb isn’t $38, no leg of lamb has ever cost that much and I want to say to people, do you realise that’s not how much you should be paying?”
While many of us will feverishly collect discount petrol coupons, it’s hard to understand why our determination on saving a few cents per litre of fuel doesn’t carry over to the grocery shopping.
It’s not just the money, it’s the feeling you don’t want to be somebody else’s mug
“We’re obsessed with petrol and I just don’t get why it’s that commodity and not others. People go down to their club and talk about it… I got it for this price down the road you’ll hear. You try having a conversation about the price of broccoli and see how far you get,” he laughs.
Now Richard acknowledges that he may get a little carried away and he wants to make it clear, “Just for people who don’t believe me…Choice magazine did a survey of supermarkets and the price of an average basket of goods varies from $55 to $108.”
“Now that’s partly due to the different supermarket franchise but some retailers are charging double what other retailers in certain suburbs charge because you’re all too busy, you don’t know the value and where going to put our hands in your pocket.”
For bargain hunters, Richard believes, “It’s not just the money, it’s the feeling you don’t want to be somebody else’s mug.”
We’re not just having a go a carrots and cauliflowers, we’re wondering why whitegoods don’t last as long as they used too.
Christine Ambs from the Department of Fair Trading believes, “Things are built to a price these days. With manufacturing and products being made in China so cheaply, the cost of these items is a lot cheaper than they were 10 years ago.”
And while they might be cheaper, there is the issue of quality and shopping around for brands you know are going to last the distance.
So are we solely driven by what’s on the price tag?
According to Christine, “It depends on individual circumstances, for some of us the cost may be the bottom line, the difference between if you can afford it or not. But if you have a little bit of discretion there and can save up and buy the better quality item… I think in most cases people would prefer to do that because they understand they’re going to get a longer life from the item.”
But the cheaper item may have some use, especially with the way technology moves so fast.
Christine says, “It might be with technology like computers that things are going to have features that you think now are the latest and greatest but will be superseded in the short time.”
One other consideration is, “Sometimes it might be the difference between the cheapest and the place where you’re going to get a good level of service… and that incurs a cost but can be worth paying for,” she said.
The bottom line is and according to Christine most of us shop by it, “It might be the cheapest product but is it the best product?”
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