If it seems too good to be true it probably is!

WITH better standards of living and vastly improved healthcare, the ageing and disabled population is growing at astonishing rates.

- Angus Long

Industry studies and demographic statistics indicate that there are around 8.8 million people aged over 70 living in the UK.

Never before has there been such a wide and varied range of equipment, therapies and services available to assist and benefit elderly and disabled people receiving a better quality of life.

This is a cause for celebration and society should applaud its ability to prolong life and improve living conditions for disabled people. Nevertheless, it would be shortsighted not to recognise the cost to keep it so. In addressing the long-term investment required in providing this, one must consider product psychology, purchasing strategies, product and supplier evaluations.

Holidays, jewellery and tumble dryers for example are all products classed as "desirable-not-essential".

Emotion has a significant role in the decision-making process of desirable products. Emotive goods play into the hands of slick marketing. Most branded and luxury marques are attributed to desire products. Some consumers will pay whatever it takes to have the right badge, no matter how good or unsuitable the product eventually turns out to be.

On the other hand, mobility products such as stairlifts, wheelchairs, scooters and bathlifts, are classed as "needed-not-desired", often referred to as "distress purchases" or "DPs". A somewhat disingenuous term, that does little to dispel the embarrassment, reticence or stigma such products can attract.

Generally with DPs price and function fulfil the primary decision-making process, with emotion having little or no input.