Like Katie said, a customer's perception of a product can have a fairly large impact on the success or failure of a product. Obviously if a customer's perception is good, then sales for the product will more like than not have a positive profile. While on the other hand, if a customer's perception of a product is bad, then it is more likely that the product will have a negative profit and ultimately result in failure.
One product that flopped due the negative perception customer's had is that of "Clear Coke". No one really remembered the product that well because it was such a failure.
When a consumer pictures coke, they have an image set in mind. Maybe a red label, a syrupy smell, and of course, that dark brown coloring to the cola. When the Coca-Cola Company decided to promote a "Clear Coke", it obviously caught consumers off guard. Sprite, 7-UP, and Sierra Mist are those drinks that are suppose to be clear, and lemon/lime fresh, not cola.
Cola is meant to be dark, clearly. If it was meant to be anything other, then it would still be on the shelf. Would you ever want to drink a clear cola?
Wednesday, March 6, 2013
Monday, March 4, 2013
The Customer Decision-Maing Process
In this weeks chapter, it focuses on the consumer decision-making process. The text elaborates on the five steps of the consumer decision-making process: (1) Need recognition, (2) Information Search, (3) Evaluation of Alternatives, (4) Purchase, and (5) Post-purchase Behavior (pg. 85).
It is implied that customers go through this five step idea when purchasing a product, and that can overall determine the success or failure of their purchase. Each step is then broken down into how it actually affect the consumer, and what occurs during each step.
In the second step, information search which is made up of two different types of information searching; these include internal information search and external information search. Internal information search is defined as the process of recalling past information stored in the memory. External information search is defined as the process of seeking information in the outside environment.
The texts says that a consumer can use either one of the above mentions information searches, however, do you believe one way of information searching, being that of internal or external in more beneficial in the consumer decision-making process, or should they both be considered equally?
It is implied that customers go through this five step idea when purchasing a product, and that can overall determine the success or failure of their purchase. Each step is then broken down into how it actually affect the consumer, and what occurs during each step.
In the second step, information search which is made up of two different types of information searching; these include internal information search and external information search. Internal information search is defined as the process of recalling past information stored in the memory. External information search is defined as the process of seeking information in the outside environment.
The texts says that a consumer can use either one of the above mentions information searches, however, do you believe one way of information searching, being that of internal or external in more beneficial in the consumer decision-making process, or should they both be considered equally?
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