The Art of Innovative Consumption - Part 2

Continued from here...

The extreme price differences found in the market for computer hardware in Australia are not necessarily shared by other types of products. What, then, can an innovative consumer do when the product they want is universally costly? What about where there is a monopoly or near monopoly? Well, there are still some options. There are always options.

The second hand market is always worth considering. I grew up with most things bought second hand. New items in our home were a rarity. Most were bought from opportunity shops, but sometimes, just for a treat, we would save up and buy something through the trading post. Now, since the advent of computers - available for less than you think, as those who read part 1 will be aware - we can search through extensive classifieds, bid on eBay auctions, contact locals with things for sale through Gumtree and look up vast amounts of information on the item we intend to buy so as not to get ripped off.

Books are a good example of a product that costs significantly less when purchased online than it does over the counter. Though I do love to look through a book shop and sit in its cafe reading books I am considering purchasing and I will miss the many book shops that have closed recently in Melbourne, the fact is, none of us are made of money and not everyone can afford to pay double or triple the price simply to keep over the counter retailers afloat: they're not a charity. By the way, one way you can buy books is by clicking the adds below this article and ordering them online - new or second hand, digital or hard copy.

The reality is, though, not all the items we want are for sale at reasonable prices and not all the ones at reasonable prices are within our budget. Even if they are, further savings can allow us to invest for the future or make our budgeting more rewarding. The next step in creative consumption is to stop viewing an item in its entirety and begin to consider its component parts.

There are a number of reasons why the cost of a complete item may be more than the sum of it's component parts. Key among these are cost of assembly and the desirability of a complete and usable product.

The mere act of assembling the parts must have required resources. More often than not those resources are human resources and human resources cost money, no matter how much that cost can be minimized by outsourcing to countries without minimum wage laws. By completing as much of the assembly process one's self, one can trade one's time for money. Often the relatively small amount of time that this takes can seem grossly disproportionate to the amount of money it would have cost for the already assembled item. Ikea are hinting at this when they sell you flat packed furniture. As their communication team are keen to emphasize, this also makes it easier to carry home on your car roof rack.

Referring back to the example of computers mentioned in part 1, many computer parts suppliers will charge you for an hour or more of labor at a rate far in excess of what they actually pay their employees, for the assembly of the parts you have purchased. However, this is not always the case: some stores such as Yamada Denki in Japan will assemble your computer parts for you for little or no cost. Of course it still pays to do your homework and research the parts you will choose, since this will enable your to purchase a computer that suits your needs based on parts that represent a good balance between reliability, cost effectiveness and performance.

Assembly costs aside, there is another key factor that inflates the price of complete items when compared to the sum or their components. That is, desirability. It is far easier to market an item that looks complete and is ready to perform its function than one that will require work to assemble. Where components or items not yet assembled are marketed, communication usually centers around images representing their potential. Ikea achieve this by placing on display fully assembled items in a setting that demonstrates their usefulness, mutual compatibility and function. Cake mixes are usually sold with a photo on the box not depicting the little white sachets contained within, but rather the cake you could potentially create by adding the right amount of water and baking in the right dish at the right temperature for the right amount of time. The packaging of computer graphics cards often depicts examples of the computer graphics that may potentially be displayed on your monitor after you have installed the card in your computer, as long as you have the right combination of other components, complimented with the right software.

The point of all those examples is this: products' prices have far more to do with the laws of supply and demand than they do with the cost of manufacture. Demand, in the case of non essential items, relates to desirability and desirability increases dramatically once a product is completed. A completed product performs a function and it looks and feels complete.

However, to the innovative consumer, these virtues offer a completed product only a very short term advantage over the components though, since once we purchase and assemble them, they will gain exactly the same properties as the completed item.

We may even make improvements along the way. We can choose the precise components that suit us, rather than settling for the combination a manufacturer chose. This is very important, because many manufacturers choose the components that will slightly out compete a rival product or slightly outlast a warranty. We, on the other hand, can choose the best combination, giving the product exactly the performance and features we need and finding our own balance between cost and longevity.

One final benefit of self assembly is that by gaining knowledge of the components, we are able to replace them individually when they fail, calling on manufactures' warranties while they apply, or choosing second hand parts once they expire. This saves a great deal of inconvenience and potential cost.

As innovative consumers who assemble our possessions from their component parts, we achieve the next level of mastery over our material lives. The process bears rewards that extend well beyond the financial. We learn and develop as people through interaction with the man made artifacts that constitute a large part of our culture. We become increasingly self reliant, able to recombine parts in new and creative ways. We can perform repairs and modifications. These things are highly satisfying and enrich our lives.

To be continued...


In the mean time, please consider the following books/eBooks. Prices start from $0.99. Part of the proceeds will support this blog. 
 

The Highest Tower

Long ago, churches, mosques and temples used to tower over the surrounding towns. At other times it was the castles and palaces of monarchs. 

In Paris, France, the Eiffel tower stood, tall and magnificent, as a symbol of industrialisation. 

Today, we have towers of steel, concrete and glass that make all of those past structures look small and insignificant through their vast height and size. 

The size and height of buildings may reflect the priorities of a society, or at least to the distribution of power and wealth within it. The poor and powerless have traditionally lived at the bottom, in single story structures, overlooked by the wealthy and powerful in their towers. Or perhaps, society places its priority and invests its greatest effort in the areas that really matter? Like the building of pyramids by the ancients or the erection of cathedrals and domes by the pious? Where then is the priority placed in our society today?

What about these then?

Housing commission flats are tall and they are structures dedicated to welfare, to looking after the lives, theoretically at least, of those with the least power and wealth. Do they represent a high priority then? Well, they are designed, quite intentionally, to look cheap and ugly and there aren't many built these days anyway. Those that do exist are not always occupied by genuinely poor people anyway. There are ways around that system apparently. Anyway, really wealthy people want to have their own gardens and tennis courts. It is not at home, but at work that they ascend their towers and their positions of power. 

The tallest buildings in our city, and in many cities, are not for people but for commerce. The tallest are occupied by companies dedicated to the accumulation and moving about of money, closely followed by companies that mine and exploit fossil fuels. 

What's the point of all this though? Surely, for the existence of humanity to have any meaning at all, there should be two priorities held above all else: compassion and study. 

Our housing commission flats are a poor and half hearted effort to elevate (both figuratively and literally) those in poverty above the streets. They don't tackle the problem where it is at its worst, which is in developing nations, war zones and our own country's Northern Territory, though recently, poverty is a growing problem in the USA as well. 

What of study then? Well, we are hardly among the tallest buildings in the city, but the view from this university does look pretty enticing. 

Yes, there is hope here yet that study and it's goals of wisdom, knowledge and understanding, haven't completely been forgotten. We need to do a lot more, of course. Scholars are not respected or taken seriously by many powerful parts of our society. A little help from government wouldn't go astray here, but then, parliament house is so low it's half under ground. 

Man Swears at Gang of Police

This very evening I was in the Melbourne CBD having dinner at a table out the front of McDolalds when a large group of police in fluoro vests came along. There was a man walking the other way and they stopped him and started asking him questions like what he was doing there and whether he had any identification. The man's only apparent crime was being slightly unshaven.

The man cooperated with them but uttered several profanities in his efforts to question why they had suddenly singled him out. Rather than explain, the police officers berated him for swearing.

Unfortunately, one of the changes made by this new state government, who I consider to be idiotically adverse to the rights and freedoms of the residents they supposedly represent, is to introduce fines for swearing in public. This means that the poor chap could well have been fined.

Of course at this point a middle aged and respectably dressed lady spoke up for him, pointing out that he had clearly been doing no harm and minding his own business. Several other people who had been listening would have done the same, had the police showed the nerve to enforce such an absurd law.

Though I know that it would do me no good at all, I have to admit I would almost certainly have sworn if the police hand randomly accosted me in the street like that. Indeed I have no doubt the only reason they chose him and not me was that I was clean shaven and wearing a clean university employees uniform.

This man was in jeans and a t shirt. His subsequent conversation with the lady who had spoken, once the police had left, revealed that the reason for his unshaven face was that he had only today got off a plane returning from charity work in rural areas of South East Asia.

Why do these young men become police officers in the first place? Shouldn't it have something to do with protecting and upholding the rights and freedoms of everyday people in the street? How does harassing us achieve that?

When a close friend of mine called the police after being threatened with physical violence, they didn't respond at all and when she went directly to the police station they merely explained why there was no point applying for a restraining order because it would take too long. There was no mention of the protection notices they can serve on a perpetrator with some paper work and a phone call. There was no mention of referral to family violence related agencies. It appeared that the police officer's main priorities were to avoid involvement, risk and paper work by any available means.

Why aren't these young employees of Victoria Police taking initiative and being courageous? Why aren't they at least up to date with their own procedures and willing to apply them in places where they will help? Are our laws to be enforced by selfish bureaucrats and gangs of aggressive men in high visibility builders' uniforms? What is needed is courage: the courage to express what is right and stand up for ideals, whether they seem to fit with the exact wording of the procedures of not. Courage has been severely lacking in the police behaviour I've witnessed this week.