Question

4.1 List at least four reasons why consumers might prefer one store over another in your category（Apple）. Which is the most important for consumers?

Reflect on how your retailer performs across all four criteria. 500words

Answer 1

There are several factors that affect the decision of consumers regarding products or services. Provided below the most significant reason on why consumers prefer one store over another.

a) Value for money- The whole experience that a customer gets from the product and service should give them a feel that it has been worth for the money and time. Customers perception regarding value is irrelevant to price, despite of the price, the value that a customer gets from product and service matters more and that forms one of the significant factor in decision-making. So when the value for products or service differs consumers prefer to change one store over another.

b) Customer Service- It is vital for customer; also it is important that organization should have the ability to help consumers at every stage of their journey. This is the reason why companies have started 24 x7 customer service as well as they use technology to serve their customers. If the quality of customer service is not good then it also tends consumers to change the store.

c) Reliability of service- Once customer trust a brand, it is usual they build a trust of reliability towards the brand. If their expectations are not met, it creates issues in continuing with the brand. Stores/Organization should understand perception of customers seriously, and if any improvements need to be made it should be handled accordingly. If the services are consistent then consumers expect same level of service every time. It also creates a positive impact among customers, if anything happens against their expectations it also results in changing stores.

d) Quality of service- Providing service quality is one of the missions of an organization as well as no consumer likes to compromise quality. Quality always set the standard of an organization therefore, it is vital to organization as well. Also, customers always demand quality for the service or product for the money they spend. Service quality should meet the perception of customers

Most important is value for money. Quality of services also comes indirectly in this point. When consumer pays for the service or product it is important that they get worth of it. When consumer utilizes their effort, time and money to get services and if it not provided according to their expectations it would result in dissatisfaction and frustrations, it is not always easy to make customers patient and make them wait. Even if the services are provided consumers expect it to last for long. Also, there should be solutions even for minute issues, if they feel that their complaints are ignored it also would worsen the situation.  If consumer issues are not considered properly it would result in switching of stores and in this competitive world it is easy for them to find new stores easily.