Personal Aspects of Buying

Everyone is a buyer. We all buy goods, such as food, domestic articles, newspapers and books, etc. In most cases one has a choice in buying goods. It is therefore possible to compare prices between, for example, different brands of tea, different makes of shoes, and so on. Often, however, when comparing prices one is not comparing ‘like with like’. Thus one brand of tea may be cheaper than another merely because it is of an inferior quality. To make a true comparison, therefore, one must allow for differences in the products.