Why do consumers, when shopping for specific products and services often accept a limited range of information regarding, for example, production technology and composition in terms of the raw materials used?
Have consumers become used to the fact that in many markets there is no full, perfect competition? Perhaps the information resources of the Internet, the processing of data downloaded from the Internet in the Big Data database systems technology will increase the level of consumer knowledge about particular products and services.
As a result, consumer product and service markets would become more transparent and consumer-friendly.
In view of the above, the current questions is: Why do consumers, when shopping for specific products and services often accept a limited scope of information regarding, for example, production technology and composition in terms of the raw materials used?
Will the development of marketing in new online media or digital media change? Will emerging markets in the e-commerce formula increase the level of competitiveness due to the increased availability of consumer information?
Please, answer, comments. I invite you to the discussion.
Consumers are not from technical field.so they want that the product should satisfy their needs , rest is not their business
If consumers do not have the competencies to evaluate the information they are given, too much information can lead to 'Information Overload' (Toffler) or Customer Confusion. And this can lead to them not buying things, because they cannot identify the important aspects of the product that should/could be relevant for their purchase decision. And even if the consumer has the competence to evaluate the information he/she may not have the time or motivation to work through all options. So consumers may prefer limited information (and limited aspects to compare) to be able to decide (faster).
Your idea about 'new online media' mirrors the arguments of the 1990's then the internet was quite a new thing and media theorists (like Wellman) praised it as a new chance for transperancy in democracy, markets and so on... but this overlooks the human factor as people often don't have the ressources/motivation to gather all information and evaluate the gathered information - it is not about the perfect/best theoretically possible choice but about a reasonable good choice regarding the effort to getting to that decision.
That is why people tend to use the big marketplaces like Amazon (instead of searching for alternatives), that is why they often base their consumer decisions on bestseller lists and 5-Star-Ratings (and therefore some kind of aggregated or limited information). Becauce they work as a convenient short cut to a consumer decision (which leaves them the freedom to do more important stuff or to do an extensive and intensive search for a product that is more important to them).
I agree with Anjay (and Paul!). Case in point: There was a great campaign by Kellogg's Canada about 20 years ago, based on research that most Canuck participants polled didn't know that Rice Krispies was made with actual rice. "What the heck did you think it was made with?" was the final line of the commercial. It was rather insulting to hear, but it struck a chord at the psychological level. I was an advertising copywriter at the time, and it left me with a deeper exploratory question about consumer awareness/trust/ignorance when they purchase any type of item and how education should be involved in selling products, beyond the values and benefits. That includes technology. If you don't understand it, but need it, you'll fulfill your needs first, (Maslow kicks in here), then ask questions later, unless you have a personal risk/advantage involved in your decision.
Hope this helps.
Best,
Donna
My dear friend,
My new book has published. It is about design
as you are in this field i hope you will like it
Please read it and share it with everyone. It is talking about prosumer also for the first time in this book we talk about magic and its power in product design. It is talking also about future of consumers .I request you put the link of book on your page and your school website for your students.
https://www.researchgate.net/publication/319502419_Everyone_Is_Designer
Name: Everyone Is a Designer
Author: Mohsen Jaafarnia
Publisher: MJ
Ghochan, 2017
In Persian, Chinese and English
Topic: Industrial Design
Jaafarnia, Mohsen (2017). Everyone Is Designer. Ghochan, Iran : MJ Publication. ISBN: 978-600-04-7870-4
Dear Mohsen Jaafarnia,
Thank you very much for the given link to an interesting book on the issues discussed in this discussion.
Thank you, Regards,
Dariusz Prokopowicz
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