May 28, 2007 0 comments
Customers, or consumers, of goods and services are attracted to them by the ways in which their own needs might be satisfied. They perceive some form of utility that match their set of needs and provide the most satisfactory solution at the time. The ideal product or service may not exist; the one that comes closest may then match the consumers’ estimate of the overall capability to satisfy their needs at that time. (Kotler and Armstrong)
Designers should take the target customers need set into consideration early on so that risks can be estimated.
As the project develops intelligence gathering will firm up data on perceptions and customer expectations for risk reduction or risk avoidance activities.
The main forces are likely to be perceptions of utility, value, and the satisfaction when measured against alternative designs. The risks identified here can then be assessed against the overall market intelligence and decisions reached with this knowledge in mind.
It may be that the new product will carry some risk, however the designer may choose to ignore the risk and combat it by some marketing strategy. Consumers often act irrationally, emotionally, and idiosyncratically, however much of this can be predicted with a little pre-planning to establish the current need set and the environmental factors likely to have a bearing on consumer values
Posted by Lisa
Categories: Business Entrepreneurship