[The goal of this assignment is to help you learn how to pay very close attentio

Question

[The goal of this assignment is to help you learn how to pay very close attention to your own thoughts, feelings, and behavior as you buy and use a product.]

My product i purchased is a blow dryer.

(Once purchased you’re going to focus on, you must notice every aspect of the purchase and use process, even if the whole thing takes only a few minutes.)

Ask yourself: what thoughts, feelings, or history do I bring to this experience? What are my expectations? What do I notice about the store I’m purchasing the product in? What things run through my mind as I make my selection? What do I notice about the packaging and the product itself? What about paying for it? How does my interaction with any salesperson affect my feelings about my purchase? What about actually using it? How did that make me feel? What was I thinking?

Next, your task is to write up what you’ve observed. Your paper should start with a thorough description of your experience. Tell me what happened to you, what you were thinking, etc., in detail. Next, distill your observations into a key consumer insight, e.g., how is your experience similar to what other consumers experiences, what is it about your experience that will help you to better understand consumers in general? What is the key to understanding this experience?

Finally, given this insight, make a recommendation for marketing this product—how would you improve the product, pricing, distribution, or communication to make it more consistent with your insight?

Explanation / Answer

I made this purchase of a blow dryer at Shoppers' stop, a large retail chain in my country. The huge store is located in an upscale location of the city. As we drove in, we were greeted by a praking assistant who helped us in the parking and guided us to the store. The store guide at the entrance of the facility helped me to locate the accessories section with ease, but I decided to explore the entire store at my pace. This was my first visit to the store, which was described as " just awesome" by one of my friends. The accessories section where I found my product, had a huge collection of items. The salesperson were well dressed, neat and dapper, and capable of speaking in English and local language with ease. Their knowledge of product was immaculate, and they effortlessly explained the features of the five models from three manufacturers, without being biased towards any product. They asked my about my intended usage of the product to suggest the most appropriate choice. I chose model X, which was priced as per my expectations. I was handed over the duly signed warranty card within couple of minutes and politely guided over to the billing counter by an assistant. The queueing and waiting system for billing was managed by a digital queue management system. I listened to my favourite number through personal audio system on my seat while waiting for my turn in the plush waiting area. The billing system had multiple payment options. I opted for digital account transfer and was done with purchase within five minutes. The packaging of this store is unique, and bears the trademark of store on the beautiful carrybag made of recyclable eco friendly paper. It was a pleasant experience for me. I look forward to purchase my new pair of jeans from this store next month.

The product needs to be improved by gaining customer insights, increasing its functional capability and aesthetics.The price should be competitive, as per the market norms for this category, the merchandising and demonstration should involve employee training and imparting of product knowledge. The salesmen should be able to enlist points of difference and parity between two competing products to give better insights about the utility and suitability for a particular user. The ambience and overall customer experience also plays a vital role in attracting the customers for repeat purchase or buying of a different product.

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