A person will drive in his car for 15 Kms. to buy a DVD Player which was initially priced at Rs.2000 and now being sold at a discounted price of Rs.1200 – he will buy the DVD player that he does NOT want – but is more interested in saving Rs.1000. However, the same person will not purchase a winter coat (that he may really need) available in his neighboring shop for Rs.9000 offering a discount of Rs.800. The problem is with the so-called “Reference Point”. Rs.800 discount on Rs.2000 value looks more in value for something that you don’t need, but the same Rs.800 discount on an item that you definitely need will not look worth on Rs.9000 price. We tend to look at the percentage basis. Rs.800 on Rs.2000 is 40% discount, while Rs.800 on Rs.9000 is only 8.88%. People may already have a DVD player at home, but just because it is offered at a HIGH Reference point discount – they buy it – thinking that they will gift it to someone else or use it later. All that happens is that we end up buying something that we don’t need and avoid buying things that we really need. Continue reading