Flash in the Pan

The saying, "Flash in the pan" is believed to have originated during the California Gold Rush of the mid 19th century. As prospectors panned for gold they became excited when they saw something flashing in the pan. However, their hope was soon turned to disappointment when it proved not to be gold but only a "flash in the pan." The phrase "Flash in the pan" is defined as "something which disappoints by failing to deliver anything of value, despite a showy beginning."

What is it that you look for when searching for products that you desire to purchase. Something of good quality or flash. Interestingly enough market researchers still draw a blank as they continue to develop advertising  strategies for the consumer to purchase various products. There is a basic pattern that consumers tend to follow in the process of making a decision to purchase...

• Problem recognition: The consumer perceives that he has a want or need
• Information search: The consumer seeks information to help determine how this want or need might be met
• Alternative evaluation: Reasoning made by the consumer as to whether they will or will not purchase a particular product
• Purchase decision: The stage of the consumers buying process when the purchase decision is actually made
• Post-purchase behavior: The activities and experiences that follow a purchase

Although consumers may follow this pattern many variables still come into play. For instance, auto dealers say that the majority of people that are serious about making a purchase spend about 10 percent of their time considering all the features and about 90 percent of their time on appearance, especially the color. However, when the same individual make a decision on purchasing an appliance almost a complete opposite may apply. Why? individual interests, understanding and attitudes become a major factor.

The consumer must be interested in the product and that the product is relevant and able to meet their need. Once interest is in a products is established, the consumer must be able to understand why and how the product meets their need. Finally, the consumer must be persuaded that the product will meet or exceed their need which is to have a positive attitude towards the product. 

So when searching for the right educational toys to purchase, quality will always supersede flash. Consumers, especially parents and caregivers should avoid spending a lot of time on considering the flashy features of an educational toy and spend more time in researching the quality and benefits that will meet the needs of their child.  A little research will go a long way and will save consumers money in the long run. Remember, "something which disappoints by failing to deliver anything of value, despite a showy beginning" is certainly not what any parent or caregiver would want for their child.