Consumer Perceptions and Uncertainty

Kenna’s desire depicts many different struggles that a variety of services and products have experienced. Some are directly related to others, but others can only be linked through their underlying tones concerning intricate lessons the modern marketer must learn. Based on various examples, I view complex consumer perceptions and hidden uncertainties within changing markets to be extremely important principles.

Complex Consumer Perception and Product Quality

Product quality is a delicate subject in marketing and often it is consumer perception that may drive sales or render a product inferior to its competitors. Malcolm Gladwell cites several different examples that are laced with this underlying motive, and he repeatedly points out that product quality and consumer perception are subjects that must be thought of in three dimensions rather than a black and white snapshot.

I feel the strongest example Gladwell uses to convey his ideals concerning consumer perception can be found within the Christian Brothers brandy analysis. The company repeatedly used the idea of a superior liquid product to drive sales, and forgot that many different characteristics such as packaging contribute to sales. A similar situation that I have learned of occurred at Procter and Gamble in their Bounty paper towel sector. Studies revealed that customers look for centered, bright logos when considering which paper towel brands to purchase. By adjusting the positioning of Bounty to front and center and tweaking bright greens and yellows, the company has reacquired market share from their greatest competitors.

The average consumers, barring those that have experience in the marketing workforce, are unaware of their subconscious decisions that happen instantaneously and by the thousands per day. Just entering a supermarket, we can see that consumers generally turn right immediately out of habit and preference (Sue Riha, Retail Merchandising class). Marketers that are trying to gain insight to the consumer mind would do well to take into consideration every step of the purchasing system when it comes to their industry. Questions such as do they physically grab the product, how long is the package examined, and what setting is the product used in are all part of the three dimensional analysis that Gladwell stresses in his article. Overall, we see that consumers hardly ever make rational decisions and patron brands based on the actual contents of the product.

Uncertainty in Consumer Driven Markets

Marketing in essence is a science fortified with a substantial amount of doubt and uncertainty. Around every corner and with every decision there will always be inherent risks that companies and strategists will have to undertake. Estimations and research can be done, but in the end, it is a consumer driven market we live in and it is solely to them that we must adhere.

Gladwell’s first example concerning Kenna’s hardships and his depictions of Coca Cola’s struggle with New Coke are perfect examples of instructive lessons learned from the uncertainty of markets. In both situations, a certain product has tested very well, but failed to live up to predicted sales for unique reasons. Companies can assure themselves of profitable opportunities on multiple fronts and base them on supportive studies, but the consumer decides the fate of a product’s sales. In my personal experience, I note the competition between FireWire and USB 2.0 as a source of market uncertainty and failed product results. Based on simple speed tests and direct comparisons companies and consumers could see the superior quality in FireWire, but USB 2.0 has since ousted the product. As a product, FireWire failed to realize that consumers value versatility over raw specifications, and has since taken a backseat to the widely distributed USB 2.0 format.

Consequently, markets in a capitalist economy are rapidly changing. A lesson for marketers to learn is that you must continually analyze what consumer’s needs and wants are, and cater to them or failure is inevitable. Industry success is never a sure thing, and nothing should be taken for granted in the marketing world.