Shopping Strategies

Computer buyers tend to employ a mixture of six different strategies as they shop for equipment. The first thing some consumers do for instance, is set a limit on the amount of money they want to spend (Shopping for Price). Other consumers are determined to buy the best equipment they can (Shopping for Performance). Some make their selection based primarily on style (Shopping for Style). Others base their selection on brand recognition (Shopping for a Brand). Some make their selection based largely on a merchant’s reputation (Shopping for a Reputable Vendor) and some comparison shop to find the best value (Shopping for Value).

You can think of each strategy as a consumer’s first impulse. But as we all know, first impulses can only get you so far. In recognition of this, we’ve included a series of follow on steps with each strategy that are designed to balance your first impulse with other ways of shopping. All you have to do now is find the strategy that matches your mood and follow the recommended steps to complete the selection process.

Strategy #1: Shopping for Price.

If the first thing you’re inclined to do is set yourself a budget, then you’re shopping for price. Here’s how we recommend you proceed:

  1. Establish a Budget. Start by determining the absolute maximum you’d be willing to spend. Next, determine your preferred price. Work within this range. Because the market will accommodate any pocketbook, budgets should be prepared irrespective of any technical considerations. Learn how much you should expect to pay for a computer…
  2. Pick a Brand. Any brand will do as long as you are confident that the company you select has a good product, a reputation for good service and will still be in business at the end of your warranty period. Learn which companies have the best reputations and offer the most reliable gear…
  3. Portable or Permanent? Decide if you need a laptop. If not, you’re free to select the type of desktop that best fits your needs. Learn more about computer sizes and shapes…
  4. Buy the Fastest Computer You Can Afford. When people talk about computer speed, they are usually talking about the speed of the Central Processing Unit (the CPU chip). These days, CPU speed is measured in Gigahertz (billions of cycles per second). The higher the number, the faster the chip. Chip speed is important because it’s not very cost effective to replace a CPU. In all likelihood, you’ll probably be using the same CPU for as long as you own your computer. It’s also likely that the software you use in the future will place increasing burdens on the CPU. You’re buying speed to insure that your new computer remains productive for a very long time. Learn more about computer components…
  5. Refine your Specifications. Use these prototype specs as a start…
  6. Bargain hard. Learn where to find up-to-date pricing information…

Strategy #2: Shopping for Performance.

If the most important aspect of buying a computer is getting the best equipment you can, you’re shopping for performance. Here’s are the steps we recommend Performance Shoppers should take to find the best equipment they can:

  1. Ask Yourself “How Am I Going To Use My New Computer?” Your answer will dictate the type of hardware and software you’ll need to buy. For instance, if you expect to play games or produce CAD drawings or create digital artwork, you’ll want to buy a good graphics card and video screen. If you plan to use your computer to store and print family photos, you’ll probably want a high quality printer and an easy way to download photos from a digital camera. If you plan to surf the internet and download music files, you’ll probably need plenty of hard disk space and a fast internet connection. Bear in mind that your initial plans may change over time. You may actually end up using your computer in a way that’s quite different from what you originally intended. Find the User Profile that matches who you are…
  2. Develop a Set of Hardware Specs. Put together a set of specs for your system The specs you prepare will serve as the basis for comparative shopping. Take a look at the worksheets that are posted on the “Gathering Information” page to get a better idea of what a good set of specs might look like. The specs you create should reflect how you plan to use your new computer.
  3. Do Your Homework. Get product information and prices. Find out what’s currently available on the market and what’s likely to come on the market soon. Studying books and magazines will help. So will talking to experienced users. But be prepared! Once you start exploring, information overload is inescapable.
  4. Shop Smart. Once you decide on the make and model of computer you want, do some comparison shopping to find the best deal you can. Magazine and newspaper ads are a great way to spot good prices. On-line catalog stores and auction houses (like eBay) are also a good way to find great deals. Learn more…

Strategy #3: Shopping for Style

If you want to buy a computer based on its appearance, then you’re shopping for Style. Every so often, a product comes onto the market that’s so well designed, it stands out from the competition. It captures your imagination and you’re simply compelled to buy it. Such is the power of Style. It’s not that price and performance aren’t important, it’s that design elegance is testimony to a product’s superior performance. It must perform well. How could it not? Interestingly enough, in today’s market, it probably does. If you find yourself in this frame of mind during the selection process, you’re shopping for Style.  Here’s how we suggest you proceed:

  1. Select the Options That Best Fit Your Needs. Selecting a brand or model is only the first of many choices you have to make when buying a computer. Being impulsive doesn’t mean you can’t tailor your selection to fit your exact needs. Ferrari’s after all come with a very wide selection of options. Use these prototype specs as a start…
  2. Find the best deal you can. Comparison shopping is a must! There are plenty of retail and on-line stores that offer very competitive prices. Learn where to get up-to-date pricing information and product reviews…

Strategy #4: Shopping for a Brand

If you’re inclined to select a computer based primarily on the manufacturer’s reputation, you’re shopping for a Brand. This strategy is a variation on “Shopping for Style”. Instead of being infatuated with a specific product, consumers who use this strategy base their decision on a line of products produced by a trusted manufacturer. The best known brands on the market are Dell, Gateway, Hewlett-Packard, Acer, Toshiba, Lenovo and Apple. Depending on your location, you’ll probably be able to find many excellent local brands as well. Local brands (known in the business as “white boxes” or “clones”) typically offer very good value because they have to compete with their better known rivals. Most internationally known brands and an increasing number of local brands have mail order operations and on-line stores in addition to traditional retail outlets. Here’s how we think you should proceed:

  1. Compare Warranties. Manufacturers routinely offer a 90 day warranty on all new computers but certain key components like the hard drive and motherboard may be warrantied for longer periods (i.e. 3 years and 1 year respectively). Comparing manufacturers warranties is a very good way of determining the reliability of a product line. It’s also a great way of choosing a brand. Find out which companies offer the most reliable gear…
  2. Research Manufacturers Reputations. Find out which companies have the best reputations…
  3. Establish A Budget. The best way to establish a budget is to decide what your absolute upper limit is and work backwards. List any peripheral equipment you need to buy with your new computer  (like printers) and deduct their cost from your maximum. What you’re left with is your working budget. Learn how much you should expect to pay for a computer…
  4. Make A Selection that fits your needs. Find the User Profile that matches who you are…
  5. Comparison Shop. Learn where you can get a good deal…

Strategy #5: Shopping for a Reputable Vendor

If your first impulse is to pick a retailer before selecting the type of computer you want, then you’re shopping for a Reputable Vendor. It’s common for folks who use this use this strategy to limit their shopping to stores or websites where they’ve done business before. This strategy works especially well for folks who find computer technology a little confusing and the selection process somewhat intimidating. It also works extremely well for folks who want to buy used equipment.

Whether you’re buying new or used equipment, it’s important for shoppers to eliminate as much uncertainty as possible. Finding a reputable merchant with an in-house team of service technicians and a great return policy will go a long way to eliminate any buyer’s remorse. A great way of finding vendors you can trust is to consult organizations like the Better Business Bureau or Consumer Reports. Word of mouth is also a pretty good way of finding trustworthy merchants.. After having selected a vendor, here’s the process we recommend you follow:

  1. Decide if you want a traditional or on-line shopping experience. If you choose to shop on-line be clear about the vendor’s return policy. Also be aware that you won’t be able to see or touch the actual merchandise before you buy it. Learn how to pick the brand that’s right for you…
  2. Establish a Budget by determining the maximum amount of money you’re willing to spend. Find out how much you should expect to pay for a computer…
  3. Make Your Selection. Figure out how you’ll use your computer and select one that gives you the best value for your budget (i.e. the best performance your budget will allow). Learn more about computer sizes and shapes…

Strategy #6: Shopping for Value

If your first impulse is to ask: “What’s the best equipment I can buy that fits my budget?”, you’re Shopping for Value. Folks who shop for value are, by nature, comparison shoppers. Comparing lists of features for comparably priced equipment is a very practical way of finding good value. It’s also a good way to discover what each feature does. Once you understand the available features, it’s pretty easy to put together a set of computer specs that’s tailored to your needs. Here’s the process we recommend you follow:

  1. Establish a budget. Build in some flexibility by establishing an absolute upper limit and a target price. Find out how much you should expect to pay for a computer…
  2. Gather ads from vendors you trust. It’s a great way to see what’s currently available in the marketplace or what products are hot. Learn which companies have the best reputations and offer the most reliable gear…
  3. Do product research. Compare the ads and educate yourself about the available features. Learn where to get up-to-date pricing information and product reviews…
  4. Develop a Set of Hardware Specs. Determine what features you actually need or want and draw up a set of equipment specs. You can start by using these prototype specs…
  5. Start Negotiating. Select one or more vendors with the right equipment and bargain hard for your best deal. Learn where you can get a good deal…