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Embarrassment of Product Choices 2
book

Embarrassment of Product Choices 2

by Michel Millot
April 2019
Beginner to intermediate content levelBeginner to intermediate
240 pages
5h 20m
English
Wiley-ISTE
Content preview from Embarrassment of Product Choices 2

3 What Information Do We Need to Pick the Right Product?

3.1. Choice of products

3.1.1. The problem with choice

The powers of disinformation, in other words, the ways currently used to attract consumers, often lead to them making the incorrect choice, product-wise. What the customer thinks they know prevents them from learning. When there are too many choices, there is no choice. The more important the choice, the more uncertain it is and the more it neutralizes the consumer.

Strictly from a usage point of view rather than one of marketing, the usage cycle, measured based on the standard lifespan of a “product”, starts with research and by choosing a method best suited to the use.

However, with usage reflecting, by definition, only part of the reality, we should not view consumers as a single entity against the competitive market. Both the consumers and the market are mutually influenced by a variety of socio-economic factors.

It is, however, necessary to focus on identifying and examining the practical relationships which exist between the different types of consumer-users, the various product models and types offered as well as the commercial and social environment that surrounds them (types of sale methods).

In a somewhat schematic way, the process of choice in terms of usage must go through three main phases. These correspond to the following questions which may go through the consumer-user’s head:

  • – What am I using the product for and what are the essential requirements? ...
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Publisher Resources

ISBN: 9781786303448Purchase book