Michelle Wan’s post, Branding of Photography, discusses the research she made in looking for the best prices for a camera lens and the factors which influenced her purchasing decision, such as celebrity endorsements.
http://www.dslrphoto.com
Her entry made me think about my own research I made last year, when I had my eye on the Nikon D90, a DSLR camera which cost about $1300 at that time. I spent hours doing research, going online and comparing prices in different camera stores such as big-box stores such as Best Buy, and smaller specialty camera stores such as Broadway Camera. I even looked into Craigslist, and found one selling for as low as $800… in San Francisco.
Seeing all the available lower-price alternatives made me more aware of the choices I had, and in fact, increased my price sensitivity. I wasn’t willing to buy the camera until the price decreased from $1300. Looking back, I realized how affordable DSLR cameras have become over the past couple of decades. What used to cost upwards of $3000 can now be bought for less than half the price. Technology, I’m sure, is a big factor in the reduced prices, but I believe that the Internet as well as the growing amount of consumers who cross-shop, those who are willing to pay a high price some products while also patronizing low-priced merchandise.
Sure enough, as with all electrical equipments, the price decreased, and after four months of visiting the camera store on a weekly basis to hold the camera in my hands (don’t judge), I was able to bring a Nikon D90 home and call it my own.