I am teaching a course consumer behaviour but marketers of social media seem to be silent about the concept of consumer arrogance.
Dear Tibaingana,
That is a very good question, but I am not sure if the consumer is really arrogant. From my point of view, maybe we should define what kind of consumer we are talking about. I imagine that in emergent economies consumer are still in search of their rights. We can see, for instance, low-income consumers trying to get access to the market. On the other hand, considering even developed countries, it seems to me that the relationship between company and consumer is quite assimetric. So, again, I do not see such arrogance in consumer. Nevertheless, it is a very good question.
I think arrogance is too harsh word..yes consumer on social are very curious and seller has less control over the buyer ,,marketing communication has also restrictions ,,buyer gets opportunity to express his feelings so it is expected by seller,.
Consumers have been conditioned by phrases such as 'the customer is always right', 'customer is king', etc. Interestingly enough I once read a quote by Richard Branson in which he said that customers are not the most important people to his businesses - employees are. He feels that if you look after employees, then they will look after your customers. Businesses must have some boundaries - we cannot be all things to all people. Sometimes you simply do not have the service capacity or product to satisfy a particular customer and being honest about it is better than bending backwards and compromising your vision and mission to please one customer at the expense of your real target market or segment.
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