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Knowledgeable Consumer - Essay Example

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Knowledgeable consumer Name Name of Instructor Date Knowledgeable consumer Customers are destined to experience benefits if they possess enough knowledge about the products on sale. This would go long ways in ensuring customers are not easily misled about a certain product on sale in the market…
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Knowledgeable Consumer Essay
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Knowledgeable Consumer

Download file to see previous pages... This customer would find it hard making decisions on whether to purchase the product or service on offer. Some customers who have prior knowledge about a certain product or service seem to take less time when purchasing that product or service (Oliver, 2010). This prior knowledge was got from former purchases or reading about the said product or service. This paper will discuss a critique about authors and their way of expressing information using surveys. Safley, Wohlgenant, and Suter are three authors who wrote about the various factors that appeared to affect customer purchases. The research contained herein was meant to find out what made customers make the choices they did, when it came to purchasing products or services (Safley, Wohlgenant, & Suter, 1999). This research was based on consumers of strawberries. The authors had the following objectives when deciding to conduct the research; To identify who the direct strawberry customers were, To evaluate the major factors that guided consumers on making purchase decisions. To compare the intentions of consumers to the actual purchases made, To determine how effective advertising relates to the choices made by consumers, and To recommend any changes to the managers, so as to improve on their marketing programs. Methodology The survey was conducted by various companies among them; The North Carolina Department of Agriculture. The survey was conducted at eight different operations during the 1999 Spring. The companies conducting the research decided to divide the research into two sections. One section of the survey was conducted when consumers arrived to purchase the strawberries. There are those customers who preferred to pick the strawberries themselves while others bought the already picked ones. This part of the survey was intended to highlight on the purchase expectations of the customer, and their experiences when picking strawberries. The other segment of the survey was conducted when customers left the operation. The intention of this second segment of the survey was to find out the actual purchases made by the customers and what contributed to the customers purchasing what they purchased. This survey comprised of about 1647 respondents (Safley, Wohlgenant, & Suter, 1999). From the research conducted, it emerged that two third of the respondents had come to the strawberry operation before, while a third had not come to the place before. It also emerged that about two thirds of those who opted to pick the strawberries before had prior knowledge concerning that. They had prior knowledge of how to pick the strawberries without breaking them. This percentage of those who decided to pick their own strawberries comprised of people between 25 and 44 years old. The majority of the older generation found it easier to purchase pre-picked strawberries as they took less time. There were also some people who had all along thought that picking strawberries was a challenging task. When interviewed about the experience, they said they found the exercise rather easier to handle than anticipated. The research also brought to the limelight the impact of advertising on a business. A third of the respondents who had not visited the operation before attributed their visit to advertising. They had learned of the strawberry farm from adverts in the local media while a few attributed their visit to their friends, who had previously purchased from the same farm. ...Download file to see next pagesRead More
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