Consumer’s Viewpoint

Consumers of training are those who decide to purchase or take the training. They include the trainee as well as the supervisor or manager of the trainee. Several large projects have failed because managers forgot to evaluate from the viewpoint of the consumers of their training products. Unless consumers see the value of purchasing and taking a course, the course will not succeed.

Buyers and learners, however, may be on opposite sides of the balance sheet. Many things considered a cost by buyers might be considered a benefit by consumers, or vice versa. Consider the following scenario. A training producer offers a course at a vacation resort. Will consumers view this as a benefit? To the learner, an expense-paid trip to ...

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