Word-of-mouth: Word-of-mouth today encompasses a larger area than hearing from other people and getting influenced to buy. It covers the entire gamut from where we get our information, including the social networking space. Backed by the authenticity of their previous excellence corporations can create very powerful readiness to launch a new product. For example, there was a 2-day advance queue for the iPhone when it was launched in Japan.
First visual appearance: Having determined the product and brand you want to buy, you go to market. Suddenly a more costly competitive product grabs your attention at the point of purchase. They have managed their features so strongly that your fixed mind gets swapped and you buy even at a higher price merely by seeing a product where you can implicitly gauge higher value. This is the impact of perceptible selling differentiation. The first visual appearance also encourages purchase of an item not immediately necessary but on seeing it seems to be the right fit.
Actual experience: Actual experience does not guarantee your buyer will return, again and again, for repeat purchase. If primary purchase went very well but repeat purchase has stalled, it means deficiency has crept into your offer and its perceptible selling differentiation. Buyers in proliferated markets can always question a higher price. So you need to continuously measure your performance through a microscope to create repeat purchase of your product or service in the competitive environment. At the same time you need to permanently vibrate perceptible selling differentiation with strong buyer involvement from the inception of your product development.
In a FMCG category, when we provide relevant stimuli to consumers, they may immediately like the subject, but they always want to check how it functions in usage after the first purchase. Apple has clearly demonstrated the power of consumer experience. I have always experienced the great difference it makes when you involve consumers at every stage of product development. I have very often seen that the way we started and the way we ended to be very different because of bringing in buyers from inception.
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Chitra
