6 Strategies To Improve Consumer Expectations

Therefore, reducing the expected satisfaction of consumers and improving the actual satisfaction level will greatly enhance the satisfaction of consumers, and then promote the repeated purchase behavior of consumers, and enterprises will naturally get long-term healthy development.

The following little story illustrates the applicability of this method: Alisha Barron, vice president of American good company, who holds more than 3 billion dollars in assets, served as a salesman at a candy store when he was 20 years old.

Customers like her very much, always looking for her.

Someone asked Alisha curiously: "why do customers like to look for you instead of looking for other attendants?"

Alisha shook his head and said, "actually, I didn't give them much more. Just when other waiters called sugar, they took a lot of them at first and then took them down from the scales one by one.

And I first took a little less, then added it up a little bit later, and the customers naturally liked me to call them sugar.

Observe the advertisements in real life: all shampoos, mouthpieces must be bright and bright; all health products, their promotional contents and product functions are very similar, almost all of them are ill treated, disease-free, fitness and omnipotent; all household appliances must be functional and easy to operate.

But after buying it?

After shampoo is used, the hair is still the same. After eating the health products, the old problems still remain the same. When the appliance is bought, it is not only difficult to operate, but the manual is also more idiotic than the idiot, and it is very easy to get problems.

To reduce consumers' expectations of products and prevent consumers from buying "one-off" purchases has become a problem that Chinese enterprises need to face.

If the function of the product is not perfect, it can increase the added value of consumers in other aspects, so that consumers will have a "surprise" surprise.

Youngme Moon, a Harvard Business School professor, once said a case in which Sony Corp invested tens of millions of dollars to develop the first household robot. However, the prototypes manufactured have various defects and far from achieving the expected goal of "doing many household tasks".

Therefore, the main problem SONY needs to face is: how can we gain a foothold in this new market?

The answer is: no need to persist in making technology perfect.

In the early days of research and development, SONY realized that any product, if it could make consumers think of robots in Hollywood movies, would immediately be regarded as robots or classified by robots.

If products can't be as good as robots in Hollywood movies, consumers will be disappointed.

SONY realized that rather than developing a family helper robot that could not meet consumers' expectations, and ultimately leading to disastrous consequences, it would be better to create a pet friendly robot that would be entertaining, because no one would expect any practical use of a pet robot.

So, SONY made a sobering decision: manipulating product positioning, managing consumers' expectations, and turning the shortcomings of robots into characteristics.

SONY's first generation robots will do little, and the only function is not stable, but consumers accept them with tolerance. And the consumer group has also developed from the original new technology enthusiasts and the inconvenient old people to include consumers of all ages and psychological levels. The valuable information of consumers' inclusiveness and feedback also gives SONY great room for improvement.

Even though SONY later developed more perfect robots, they are still very cautious in positioning robots, so that consumers will not expect too much of their practicality.

This can be seen from the slogan on SONY website: "SONY robot has many dreams, but one dream is clear, that is to make your life full of fun and happiness".

Like SONY, Honda Corporation, which aims to develop a practical home robot, has invested 15 years and 100 million US dollars to improve its prototype, and ultimately failed to produce products that can be marketed.

Honda's robots are more likely to remind consumers of the ideal robots in Hollywood movies, and Honda also takes their robot's "unprecedented ability to resemble human beings" as a selling point.

Unfortunately, "thunder and heavy rain", Honda has so far failed to get any return from their investment.

Therefore, the same products can achieve very different results by using different ways of pmission.

This requires that enterprises should give full consideration to the psychology of consumers when designing products, and influence the consumers' subconscious through the shape, color, display time and advertising words of the products, so that consumers can have the desire to possess the product in subconscious, thus buying behavior.

For example, McDonald's and KFC carefully considered the optimum temperature for drinking cola (4 - 5 degrees), the most suitable lighting level for dining, so that cola could drink "best to drink", hamburger looked "best to eat"; in order to make the fruits and vegetables look more attractive, shopping mall usually used warm colors.

While in the seafood area, the freshness is highlighted by the colder shade. Food promotion is generally chosen after ten a.m. and three p.m., because people at this time are more interested in food than other time periods. Similarly, the "fragrant car beauty" is more striking than the "Lotus sister" in the same model.

Marlboro cigarettes were successful by changing the way of communication: in the first half of the last century, when Marlboro was just a common cigarette and was a woman smoked, "the weather as mild as May" is its advertising word.

Later, in order to increase sales, the company decided to turn it into a man's cigarette, and chose the coachman, diver and farmer to advertise it, but the effect was not very satisfactory.

Finally, he used the image of a western cowboy, with deep eyes, rough skin, high arm arm, a hairy arm, and a Valjean Marlboro with a rough and bold spirit.

As a result, sales of cigarettes rose in a straight line.

To do this, we must first observe consumers, and two listen to the aspirations of consumers.

Generally speaking, consumer demand has the following characteristics:

If few people do shopping in accordance with the pre prepared shopping list, the impulse purchase of consumers in supermarkets and shopping malls is even as high as 60%.

The average watch time of consumers in supermarkets is only 20 seconds for each commodity. Therefore, the packaging of goods becomes the medium to attract their eyes and induce their potential shopping desire. When they see the packaging that makes some kind of daydream and desire, they can not help putting goods into the shopping cart.

In the past few years, laptop is still a luxury. The LCD screen at that time can see very narrow angle. Only when facing the screen can you see the contents clearly.

Therefore, how to let users, especially onlookers, see the contents of the screen in a broader perspective becomes the main technical weakness of notebook computers, and many manufacturing enterprises are starting from this aspect.

But now laptops have become a common product, users do not need their display function, and they want to protect their privacy, such as using laptops on the airplane. At this point, the production enterprises must adjust the screen production technology in time.

At present, a large number of products seem to be a bit "functional surplus". You have all the functions I have, and you have no function to add them, regardless of whether the consumers need them or not.

Shenzhou computer is carrying out the "low end damage" from this aspect: it is not a product that produces better quality and more complete function, but a simpler, more convenient and cheaper product, which is sold to new consumers or consumers who are less demanding.

The positioning of Shenzhou computer is to produce "enough computers that most people use." what it thinks is: "what consumers need ordinary computers but cheap computers?

Is there a consumer community that only needs 500 yuan laptop computers?

Then find them and sell them to them as fast as possible.

After all, deciding whether a product's function is good or bad is the real need of consumers rather than following the consensus and trend of the industry.

In short, in order to avoid "overnight Besieged" situation, enterprises must use consumer advantages instead of innovation advantages, always pay attention to and understand the needs of consumers.

A fruit shop owner's approach may give us a deep insight into the needs of consumers: an old lady buys fruit on the street. She goes into the first fruit shop and asks her boss if there are any oranges sold.

The boss looked at his hand and said, "the basket is the cheapest."

The old lady looked at it and said nothing. She went to the fruit shop across the road.

When she walked in, she asked her boss if he had any oranges.

The boss immediately warmly greeted, "yes, there are many varieties here. They are all new products."

Then tentatively asked, "aunt, didn't you buy your own food?"

The old lady froze, and immediately asked, "how do you know I didn't buy it for myself?"

The boss said, "I've been selling fruit for many years. I haven't bought any oranges at your age.

If I didn't guess wrong, did you buy it for your daughter-in-law? "

The old lady replied in surprise, "yes!

How did you know that? "

The boss said, "your son married last year, and this year's daughter-in-law should be almost happy.

Although the oranges are delicious, I suggest that you eat less. If you match strawberries, apples and kiwifruit, though they are sweet but nutritious, you are sure to have a white and fat grandson.

As a result, the old lady did not return the price, so she went home happily with a lot of fruit.

But Simonson, a professor of marketing at Stanford University business school, found that this practice is not reliable because consumers are likely to abandon their purchases.

One of the reasons for Simonson's discovery is that consumers are more concerned about the inferior position of each product than their advantages when comparing, which makes the recommended products less attractive.

Simonson also conducts an investigation on the comparison between explicit comparison (consumer initiative comparison) and hint (a comparison recommended by a seller or advertiser).

He first listed some CD to be auctioned on the website, and listed CD with the same name but different price on both sides.

In the case of implied comparison, the salesmen did not make any suggestions, and the consumers themselves offered the price. As a result, consumers consciously made a comparison, which made the final price of CD affected by the CD price on both sides.

But in the case of clear comparison, salesmen clearly suggest that consumers compare, which makes consumers alert and more afraid of being deceived.