> I'm no expert. I can only speak about my
> own buying habits:
> generally I don't buy what I
> "want" but
> I buy "what I think the product can do
> fro me".
> Just my point of view.

Every product on the market can do something for you. But you narrow your selection because of some underlying want you may or may not be aware of.

For lack of a better example right now, let's say I want to color my hair to cover my gray. I know EVERY hair color product out there will do the job. Some better than others.

I know I WANT to look good, so that eliminates some of the products due to my preceived knowledge of given products... i.e. I want a natural color, not a brassy redhead or platnium blonde.

One would ASSUME that the more expensive the product, the better job it would do, but that may NOT be the case, so I do a bit of research on the 'Net and/or through Consumer Reports.

The point I am trying to make here is that even though I have decided on a given product that I THINK give me a good natural color I still WANT to look good.

The underlying want is to look good. The decision gives the product I think will accomplish this.