1. Personal Decision Making
MYPF 20
11/18/2018
Personal Decision Making
20.1 Making Better Decisions
20.2 Spending Habits
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2. Lesson 20.1 Making Better Decisions
GOALS
Apply the decision-making process to solve consumer problems.
Explain economic needs and wants that influence consumer decision making.
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3. The Decision-Making Process
Step 1: Define the problem
Step 2: Obtain accurate information
Step 3: Compare choices
Step 4: Make a decision
Step 5: Take action
Step 6: Reevaluate
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4. Step 1: Define the Problem
The first step in the decision-making process is to define the problem or a goal you wish to achieve.
Once it is identified, you can look for ways to resolve it in a manner that fits your financial resources now and in the future.
Because your resources are limited, you may have to make a tradeoff, which involves giving up one option in exchange for another.
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5. Step 2: Obtain Accurate Information
List all alternative solutions and the cost of each.
Do not consider sunk costs.
A sunk cost is an expense that occurred in the past for which money was spent and cannot be recovered.
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6. Step 3: Compare Choices
When you make choices, they often involve getting something in return for giving up something else (tradeoff).
The tradeoff results in an opportunity cost, which is the value of your next best choice—what you are giving up.
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7. Step 4: Make a Decision
The decision you make will be based on careful consideration of the problem, thorough information gathering, and analysis of that information.
The wise decision in any situation is the one that best meets your needs, is within your budget, and gives you the most value for your dollar investment.
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8. Step 5: Take Action Take action to implement your chosen solution.
Because you have made a thorough analysis of choices for solving your problem, you can be sure that you have made the best decision you could with the available information.
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9. Step 6: Reevaluate
After several months have passed, revisit your decision.
Are you happy with the choice you made?
If not, what could you do differently next time to make a better decision?
Should you do something different now?
If your needs have changed or your initial decision isn’t working out, go through the decision-making process again to decide whether to make a change.
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10. Economic Wants and Needs
Basic needs are the items necessary for maintaining physical life.
Life-enhancing wants are items beyond basic needs that add to your quality of life.
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11. Individual Wants Values Personal preferences Income Leisure time
Personal preferences or tastes are your likes and dislikes.
Income
Leisure time
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12. Collective Values
Collective values are things that are important to society as a whole.
Society also influences our values, goals, and choices because it demands social responsibility from its citizens.
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13. Collective Values Legal protection Employment Progress
(continued)
Legal protection
Employment
Progress
Innovations are new ideas, products, or services that bring about changes in the way we live.
Quality of environment
Public goods
Public goods are the goods and services provided by government to its citizens.
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14. Lesson 20.2 Spending Habits
GOALS
List and describe factors that influence spending decisions.
Explain how to plan for major purchases.
Analyze marketing strategies that influence spending decisions.
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15. Factors that Influence Spending
Personal Factors
Personal resources
Position in life
Customs, background, and religion
A custom is a long-established practice that takes on the force of an unwritten law.
Values and goals
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16. Factors that Influence Spending
(continued)
Outside Factors
The economy
The economy refers to all activities related to production and distribution of goods and services in a geographic area.
Technological advances
The environment
Social pressures
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17. Planning Major Purchases
Questions to ask before making a purchase:
1. Why do I want this product?
2. How long will this product last?
3. What substitutes are available and at what cost?
4. By postponing this purchase, is it likely that I will choose not to buy it later?
5. What types of additional costs are involved, such as supplies, maintenance, insurance, and financial risks?
6. What is the opportunity cost of this purchase?
7. What is the total cost of this product?
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18. Planning Major Purchases
(continued)
Cash or credit?
Research before buying
Quality and price
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19. Marketing Strategies Influence Spending
Advertising
Pricing
Sales
Promotional techniques
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20. Advertising Product advertising
Advertising intended to convince consumers to buy a specific good or service is called product advertising.
A target market is a specific consumer group to which the advertisements are designed to appeal.
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21. Advertising Company advertising Industry advertising
(continued)
Company advertising
Advertising intended to promote the image of a store, company, or retail chain is known as company advertising.
Industry advertising
Advertising intended to promote a general product group without regard to where these products are purchased is called industry advertising.
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22. Pricing The price of merchandise depends on several factors.
Some of the factors that determine the price of a product include:
Supply and demand
The cost of raw materials and labor
Competitive pressures
Seller’s need to make a reasonable profit
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23. Pricing Examples of pricing devices used to persuade consumers to buy:
(continued)
Examples of pricing devices used to persuade consumers to buy:
Odd-number pricing is the practice of setting prices at uneven amounts rather than whole dollars to make them seem lower.
Discounts are often available for buying in large quantities.
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24. Sales
Stores advertise end-of-month sales, holiday sales, anniversary sales, clearance sales, inventory sales, and so on.
A loss leader is an item of merchandise marked down to an unusually low price, sometimes below the store’s cost.
The store may actually lose money on every sale of this item because the cost of producing the item is higher than the sale price.
However, the loss leader is used to get customers into the store in the hope that they will buy other products as well.
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25. Promotional Techniques
Displays
Contests and games
Coupons
Frequent-buyer and customer-loyalty cards
Packaging
Sampling
Micromarketing
Micromarketing is a marketing strategy designed to target specific people or small groups who are likely to want certain products.
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