11. Why We Buy - Learning #consumer

I learn a lot by observing my own behaviour and reflecting on why I made certain decisions.  I then use this as an hypothesis that I test out further. I recently developed an interest in RC (radio controlled) aircraft - ok, big boys' toys and all that :) - but decided I needed to buy a basic model at under $100 before I would invest 'seriously'.  Speaking to other would-be enthusiasts, in this and other areas, I discovered this 'considered learning' was quite commonplace.  Later, I realised I was applying this to other categories, even fashion, especially consumer electronics, where I perceived the purchase decision as risky: Buy something cheaper, with the aim of learning before you invest in something more substantial.   Consumers love to learn.  Do you make it easy for them to learn about your products and services ?  Does your product or service range provide them with graduated choices ?  It's simple.  Insight pays.