Here’s a real life example of total customer cost from the consumer’s perspective. Maybe next time I will come up again with something a bit more serious 🙂
The price of a registered puppy is approximately 1000 €.
- looking for a suitable puppy online
- sending e-mails and making phone calls to different kennels
- deciding what kind of dog to buy
- research and learning of terminology related to hereditary illnesses etc.
- picking up the puppy by car
- highly increased need for vacuuming due to excessive amounts of dog hair
- washing the dog (at this time of the year up to 4 times a day)
- food 65 € /month (which alone totals in 9360€ with assumed life-expectancy of 12 years)
- toys, leashes, brushes, and other “consumables”
- vaccinations and other possible visits to the vet come with a bill
- need for an upgrade to a bigger car for practical and safety reasons
- cost of replacing partially eaten items such as furniture, shoes, books, a heart rate monitor, a remote controller, plants, clothing, etc.
- cost of repairing holes in the plastic carpet and a wall
- dog training classes
Switching costs (from not having a dog to getting one):
- more responsibility, less free time
- no chance to sleep in even during the weekends
- disposal of the destroyed items
- disposal of dog poo
- Actual price can seem high at first, yet it is only a fraction of the total cost.
- Even though adorable, a Labrador Retriever is not necessarily the cheapest nor most sustainable choice for a dog in the long run due to the high use costs.
- However big the costs may be, the perceived “profits” do still exceed the total cost.