As the world advance as witnessed in globalization and technological innovations, the consumer and industrial goods and services production increase significantly regarding quantity, quality and variety. Businesses always strive to ensure that commodities they offer to consumers meet the preferences of the given target market segments based on culture and purchasing power to ensure satisfaction and happiness. The founded freedom of choice that has resulted from the global steps in social progress is presenting contentious arguments as far as satisfaction and happiness of consumers is concerned. According to Barry Schwartz in Ted Talk (2005) presentation on ‘The Paradox of Choice’, the speaker identifies that choice has made people paralyzed and dissatisfied as opposed to being ‘freer’ and ‘happier’. I disagree with Barry Schwartz in that, freedom of choice presents consumers with autonomy, variety and free will in deciding on goods and services to purchase and consume.
Freedom of choice as far as consumer goods and services are concerned an individual to make unilateral decisions on what to purchase. The factor determining a person’s happiness and satisfaction is the ability to access a pool of alternatives where one is bound to make a choice based on personal preferences. As opposed to a situation where consumer choice is limited, an individual is not forced to purchase a product solely because there is no other option. Schwartz in ‘The Paradox of Choice’ presentation notes an electronic store with 6.5 million stereo systems where a consumer has to make a choice and based on this fact; an individual can make an autonomous and objective decision from the available options.
Freedom of choice presents an avenue of variety to the consumers. A consumer is happier and satisfied if he or she can purchase a product that meets personal needs. The providers of goods and services base the product design on information pertaining consumer characteristics to ensure that customization is attained to meet individual preferences. The demographic factors in a consumer market which include social class, religion, occupation, age and gender affect customer preferences on goods and services to consume. In an environment characterized by freedom of choice, individuals have access to a variety of products as opposed to curtailed options where consumers are forced to purchase uniform products irrespective of inherent personal differences.
Humanity is in a continuous struggle to attain self-actualization where one can exercise free will across all aspects of life including what to consume. Free will is not possible where the existing alternatives in life are limited. In a market marked by freedom of choice, one can freely choose what, when, where and whether to consume given goods and services or not (Stephens, 12). Consumer freedom of choice is an aspect towards attaining social progress where people can explore individual abilities and creativity that characterize a satisfied society.
Conclusion
The existence of freedom of choice renders decision making on purchase and consumption of goods and services easier for individuals. Consumers have defined needs, and individual preferences which are complemented by the ability to autonomously and out of free will choose goods and services from a variety. People are happy and more satisfied in a case where they can purchase goods that match personal preferences and individual’s purchasing power.
Work Cited
Ted Talk. (2005). The Paradox of Choice. (online). Available at https://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice#t-166119. Accessed February 23rd, 2018.
Stephens, Debra L. Essentials of Consumer Behavior. New York and London Routledge, 2017
