The world of business is constantly under immense pressure to lure customers into purchasing their products based on the stiff competition from their rivals. Every company uses its marketing department to attract the attention of the customers through various adverts that they place on different advertising platforms. One way through which the companies market their products is through the use of senses. The value of the brand is driven through the customer’s use of that same brand after which they can easily make a judgment on the same. It has been proved that customers normally use both the intrinsic and extrinsic cues when making judgments on a given product and its quality. In as much as the customers use their cues in making such judgments, their accuracy levels are normally low leading to wrong assessment of the products.
One factor that should in most cases make the customers pick on a given product is the attributes of such products. Once the customers make a wrong assessment on a product then they end up picking on a wrong product that makes little contribution to their needs. Some of the extrinsic cues that are used by customers to make judgments on a product include the country of origin of the products. For instance, most of shoppers believe that goods from the United States are always of a higher quality as compared to other nations. On the other hand, the same shoppers may be of the opinion that goods from China are of a low quality as compared to others from other developed nations. Therefore, customers will always purchase goods based on their formed opinions on the country of origin.
According to Kardes (2008), most of the customers are normally incapable of making correct intrinsic cues before they purchase a product. Similarly, a good majority also fail to make correct extrinsic cues after making purchase of the products. There are a number of reasons as to why customers may normally fail to make correct judgments on products. One of the reasons would be a lack of understanding of the specific product that they intend to purchase. Additionally, the customers may lack self-confidence to pick on that specific product thereby leading to them picking on the wrong choice. Moreover, there are instances when the custome4rs may not have the correct information regarding that specific product. Alternatively the purchaser may misinterpret the information regarding the product that they intend to purchase. There are also scenarios when the products that are desired by the customers are not accessible. If the products are not accessiblethen the customers will most likely pick on an alternative product that they may use to satisfy the same need.
Sensory cues are important because they help stop a customer from discounting a product in favor of an extrinsic cue that they may regard as being superior to their opinions (Sherry and Annamma (2003). In addition, the quality judgments made by the customers are also based visual cues that they can view through the labeling done on the products. The quality of the products can also be judged based on the belief that some characteristics may be in existence in the same products even if such characteristics are not in existence. For instance, there was a research that was done where the customers were given breakfast bars that had no soy ingredients. The customers on their part reported differences in the taste and texture of the products claiming that they had soy ingredients in them. The research therefore concluded that most customers make their decisions based on a pre-formed opinion which may not always be accurate.
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