the Consumer Really Wants - Consumer Expectations
I ASKED FOR AN ASPRIN NOT A PILL FOR MORE HEADACHE
THE DRUGSTORE KEEPER:
BUT MAM I GAVE YOU WHAT WAS ASKED FOR
ME: IF ONLY THE CONTENTS
The market is full
of cheaters not only in the pharmaceutical industry, but allover.
We as consumers don’t like to complain. Playing the blame game doesn’t
make us “ THE KING OF THE MARKET”. We also do praise those who are
worthy of it.
Take for example
the loyalty we show towards brands that comply with standards such
as REEBOK, JOHNSON-and-JOHNSON and 5-star Hotels such as Shangri-La.
But even as I take these names, I remember, that it is not the brand
that makes me loyal but it is the service that does so. And what
is a good service?
The answer to this
has been given various management gurus but for me as a layman,
I would say “GOOD SERVICE means: delivering without leaving a
scope for complaint”. So lets see why consumers complain -
There are many reasons
why your customer leaves with that look on his face while you wonder
quality just does not match with the value that the customer
attaches to it, prior to purchase. For example, when one goes
out for a dining experience and gets food poisoning the day
after, no matter how much he might have loved the food, he
sure will blame the food quality.
Reason Number 2
The complaint that consumers
voice when they think that a product or service is overpriced,
cannot be heard but is loud enough to make an impact. The
effect of that complaint is non-expenditure and the result
is decline in sales.
Number 3 Quantity
All those F&B
companies - what do they think, they can sell 20 gms of those
thin crispy potato chips for the price of 50 gms.
Well a truly “ hungry
for more” customer won’t spare your conspiracy. What can the poor
hungry customer do? Buy more? NO! He will complain, most commonly
by switching to another brand. A clever every day example is seen
in the vegetable market, a customer will least bother to bargain
with a seller who does not sell the right quantity.
Having jotted down
a few reasons for consumer complaints, we might just have started
thinking that the customers complain only when dissatisfied. It
is quite right and logical to think so, but do contemplate.
Are all customer complaints logical,
or rather rational? Is dissatisfaction a result of product malfunctioning,
adulteration, lack of hygiene, overpricing and other NEED based
factors? The answer to this question is an obvious NO.
A customer can not always show rational
behavior. Consumer complaints will not often be about the right
quantity or price or quality, but most of the times will be based
on THE EXPECTED. When a consumer raises his brows and twitches his
nose on opening a canned cola, its not because he smells toxins,
but because he does not get the EXPECTED cola experience - the service
experience. More than the product marketing is the service market
that comes across grudging consumers. And handling service complaints
is far more tough than that of a product. The greedy consumer finds
out ways to vent his anger and control...Let us see what he resorts
These are special types of courts
which can be approached on breach of a consumer’s right or when
a consumer wants his/her grievance to be acted upon. When a furious
consumer faces a significant loss, he/she may file a case against
the seller/dealer/company that led to the loss. Consumer courts
are resorted to in cases of black marketing, adulteration, edibility
of content, breach of contract and in cases of violation of consumer
An unhappy or dissatisfied consumer will definitely voice his/her
opinion to others in his/her social circle. He may even create non-supportive
campaigns. An example can be cited of those vegetarian lovers who
will form a community against McDonald if they sight a beef piece
on their table while chewing on a veg sandwich.
An emerging tool for posting the
written word against grievances, bad experiences and cheats. Social
media is paving a revolutionary path in spreading caution against
WHAT THE MARKETER
SHOULD LEARN FROM A COMPLAINT?
A marketer must take a complaint
as an opportunity to explore new avenues. When a consumer says he
would like more space for kids in a resort, a marketer must provide
for exclusive kid’s space in the resort….MOREOVER, he can contemplate
on a consumer complaint of less activities for kids and make provisions
for the same beforehand…
THAT’S BEING PROACTIVE..
Contributing Author: Shivangi
Sharma I am a subject matter expert equipped with a professional
masters degree in business management. I have a flare for writing
and am well placed in content writing industry. Besides articles
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