The role of consumer expertise in clarifying the social...

The role of consumer expertise in clarifying the social address

The product is valued the more expensive the more functions it is able to perform. The buyers on hearing such slogans as "three in one", "five in one" ...

But research studies, consumer expertise, show that the universality of a product presented by a number of manufacturers as a competitive advantage ultimately misleads the consumer.

In work [75] the technique of definition of social targeting on an example of semiprofessional digital cameras (TFC) is presented. In Table. 11 shows the effectiveness of shooting different scenes with different models of the DSC.

As is evident from Table. 11, the actual characteristics of the devices allow them to be used effectively only when shooting individual scenes, i.e. some models provide an optimal quality when shooting a landscape, others - during a reportage shooting, etc. There is no doubt that manufacturers know that their products are not universal. But it is not profitable for them to report limitations in the application of their model.

The developed technique allowed to assess the degree of universality of cameras. Since in the described work the shooting efficiency was evaluated on a five-point scale, the ideal CTC camera, equally effective for shooting all the plots, should score 25 points in total. Hence the degree of universality of the camera can be calculated as the ratio of the sum of actually scored points to the number of points hypothetically corresponding to the most universal camera (in this example it is 25 points).

As follows from the data given in Table. 12, the degree of universality in all five chambers varies between 0.486-0.758. The most universal is the camera "Panasonic", the second place, with a slight lag, occupies Sony. The least universal was the camera "Kodak".

The degree of universality can be considered as an additional criterion of competitiveness. The most competitive when shooting such subjects as a portrait, a genre picture and a landscape, there was a camera "Sony" ( three in one ).

The problem of bringing to the consumer complete and reliable information is relevant in the trading of many goods.

Examination of radio micro systems showed: 1) microsystem "Quince" (Aiwa - YCD mod - GPX7) differs "by baseness" at the upper frequencies, it obviously is not enough, and therefore the device is more suitable for listening to loud, rhythmic music, saturated with strong bass; 2) Microsystem Philips (Philips - mod MC M8/2) works well at medium frequencies, and therefore it is designed primarily for listening to vocals or instrumental compositions, but to fans of "voluminous" it is recommended that you select a different device.

You can refer to the results of the examination of samples carbonated drinking water conducted by specialists and physicians in the First Channel program "Control Purchase" (as of 15.01.2007). Manufacturers do not disclose labels on consumption restrictions for any brand of water. However, not all investigated samples are universal in application. But the opinion of doctors, the water marks Aqua Minerale and "Bon Aqua", which are soft based on the composition, can not be drunk in large quantities, as they wash away the salt from the body.

Table 11

Social targeting results

Title

DSC

Scene Mode

Reporting

Genre image

Close-ups

Landscape

Portrait

Scores

Place

Scores

Place

Scores

Place

Scores

Place

Scores

Place

Sony

3,620

2

3.782

2

3,052

4

3.908

1

4,329

1

Samsung

2,794

4

3,093

3

3,081

3

3.510

3

3,637

2

Panasonic

4,276

1

3,938

1

3.782

1

3.514

2

3,440

3

Fuji film

2,944

3

3.015

4

2,701

5

3,137

4

3,285

4

Kodak

1.804

5

1.963

5

3.649

2

2.545

5

2,284

5

Table 12

Calculate the degree of universality of the CTF

Camera title

Actually earned scores

Degree of universality

Sony

18,691

0.748

Samsung

16,115

0.645

Panasonic

18,950

0.758

Fujifilm

15,082

0.603

Kodak

12.150

0.486

These brands are recommended for cooking. Water "Mercury", which has an average mineralization, also can not be drunk in unlimited quantities to people with a sensitive stomach. Such brands as "Shishkin Forest", "Our product", are recommended for use in the heat, as in their composition there is a high content of sodium salts. The most balanced was the water brand "Arctic", it is suitable for use in any case.

When positioning the social address, there is another extreme - artificially zaugivaniya address of goods in order to attract the attention of a narrow segment of consumers. The manufacturer often addresses the goods to children, since such products are subject to preferential taxation. So, it is suggested "bottled water for baby food". But the information about it on the packaging does not represent the identification features of this product.

Clarifying the social address allows not only to improve the quality of the goods and the level of service, but in some cases to reduce the cost of the product or service. So, the insurance company "Aura (currently on the insurance market known as SC "Direct Insurance") has limited the circle of its customers, having decided to serve only experienced and adult drivers. Since the risks of falling into an accident in this category are lower, the price of the insurance policy offered to this group of customers is lower than the average market price.

Social targeting is determined primarily by an expert method. The object of its formation are commodity-specific competitors and brand-competitors. This criterion manufacturers must be set at the stage of product design, then it is specified at the stages of its production and implementation.

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