Consumers are also faced with investment decisions that require the same kind of analysis as those of firms. When deciding whether to buy a durable good like a car or a major appliance,the consumer must consider the present value of future operating costs.❑ Consumers are also faced with investment decisions that require the same kind of analysis as those of firms. When deciding whether to buy a durable good like a car or a major appliance, the consumer must consider the present value of future operating costs