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Key Topics
Requirement
Purchase decision using laddering technique
Solution
Product 1 under $10:
The customer bought ‘Vegetable Glycerin' of ‘NOW Solutions' for $8. This product was bought because the customer has a rough skin due to which he was continuously feeling uncomfortable, and the roughness was causing itching. The consumer wanted a product to resolve these problems hence, he was looking for a product that could moisturize his skin, give him relief in the itching and reduce the irritation. There were some alternatives available for this product like ‘Sweet Almond Oil’ of ‘NOW Solutions’ and ‘Organic Jojoba Oil’ of ‘NOW Solutions’ but Vegetable Glycerin was preferred over all available alternatives because it is an outstanding moisturizer and skin cleanser, it softens and lubricates the skin, and this was recommended to the consumer by his dermatologist. The other products got absorbed into the skin and again left the skin dry and itchy. But it provided an extended relief to the consumer. After using the product for one month, the consumer felt visible differences in his skin and all his skin problems were resolved to a great extent. He also felt that the product was hypoallergenic and easily soluble in water, and it has a long shelf life and does not oxidize quickly. He wishes to buy the product again.
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Product 2 under $100:
The customer bought a ‘Lenovo ThinkPad T61 7658 Notebook’ for $100. This product was bought because consumer wanted to start a new e-commerce website and he needed a laptop that had all latest features, easy to carry and had all the genuine parts installed in it. There were other alternatives also available for this product like ‘WolVol 10 inch Laptop Notebook’, ‘Dell Latitude D630 14.1-Inch Notebook’, ‘Dell Inspiron 17 5000 Series 5758 Laptop’ and ‘Apple iBook 12.1-Inch Laptop’. But Lenovo was preferred over all because it contains all the latest features, and design of this is legendary. It also provides genuine windows vista business. The mobility is easy, and it includes wireless WAN and Bluetooth too. It is the most secure, cool, strong laptop and its display is extensive too. The other alternatives did not fulfill all requirements that were required to be present in one single laptop, and all the features that were required by the consumer were present in it at the best price. Other laptops were either too expensive, or those who were less expensive did not have all the essential features. The customer would like to buy this product again if required as he is happy and satisfied with the performance of the laptop. He has been using it for two years now, and he has not faced any major problem in the laptop. Also, he is happy with the service of it, whenever he calls the engineer for resolving his problems, they respond quickly, and his work does not suffer much.
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Place Your OrderAnalysis of the interview:
From the above two interviews, it can be said that the interviewee has chosen those products that have matched his requirements. He has searched the market deeply and have picked those products which provide him all the benefits in a single packaging. They did not have to use 2-3 products for resolving one problem. For the product which cost less than $10, the customer did not search the market much, but there was extensive market research done by the customer when he bought a product that cost him $100. The customer was more conscious while purchasing the product of $100 because it was more expensive and to buy such an expensive thing he did much investigation before buying. If the decision of consumer regarding the purchase of $10 product had been incorrect, it could easily have been reverted and withdrawn, but once a user has invested $100 in a product and then also he is not satisfied, then it is not easy for the customer to withdraw his purchase decision.
The purchase of moisturizer for dry skin implies that the company should spread awareness about its products and should tell the consumers using ad campaigns that how its skin treatment creams differ from each other and which cream is used for which problem so that consumers can make right buying decisions.
The purchase of Lenovo laptop implies that laptop companies should clearly state that what purpose is served by their laptops e.g. whether it is most useful for college students or businessman or personal use etc.
The use of laddering technique has helped me to understand that what values inspire the consumer to make buying decisions and it has helped me to determine the real reasons for buying the products despite the presence of various alternatives
References:
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Chen, C., Khoo, L., & Yan, W. (2002). A strategy for acquiring customer requirement patterns using laddering technique and ART2 neural network. Advanced Engineering Informatics, 16(3), 229-240. http://dx.doi.org/10.1016/s1474-0346(03)00003-x
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Korenini, B. (2014). Consistent Laddering: A New Approach to Laddering Technique. Journal Of Constructivist Psychology, 27(4), 317-328. http://dx.doi.org/10.1080/10720537.2013.852074
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