Value is in the Eye of the Consumer

Today as I was checking out at the grocery store the cashier noticed the paper towels that I was purchasing. She insisted that Brawny was a better choice. She claimed that they absorb better and were a better value. As she saw the price of my paper towels, she sort of “clicked” in a disapproving way and asked, “why?”…. “why?”. I felt embarrassed and didn’t utter a single word.

You see… I like brown paper towels in my kitchen. Yeah… I buy white, “choose your own size” paper towels for the laundry area, but in the kitchen, (don’t ask me why), I need brown, old-fashioned looking paper towels. It makes me happy. Again… I have absolutely no idea why they make me happy. The brand that makes brown paper towels is Seventh Generation. Maybe I feel “green” when I use them, but I don’t think that’s the reason why I like them.

I felt at a loss to explain myself… after all, I was handing a coupon for 75 cents off of the brand of peanut butter that I was buying… I’m price-conscious… right? I felt stupid. The cashier was disgusted and seemed to think that I was paying way too much for the paper towels. How, in the world, could I tell her that brown paper towels in my kitchen make me happy?

I was sort of thrown by this confrontation. Was my purchase a good value?

It hit me as I walked out of the store…. I’m the customer…. the value is determined by me and me alone.

I understand that my decision was ridiculous to the cashier. But it makes perfect sense to me.

I smiled.

Value is in the eye of the consumer…. me.