Jones, R., 2000. The
Big Idea. London: Harper Collins.
p.16
Consumers now have more information and therefore more power than ever before.
Terry, chief executive of the supermarket chain Tesco, sees exactly the same thing. The shift is happening for a whole range of reasons. "Because in certain areas there's more supply than demand.... Because of education, experience, travel. And because consumers are more aware of their own power and currency.
The internet has accelerated things dramatically. People used to have to trudge around shops, or at least make dozens of phone calls, to compare rival offers: now they can find the best deal for almost anything in just a few minutes on the internet.
Consumers are now setting the price for what they want to buy.
p.17
This shift means that today's consumer is [not only] indefinitely better informed.
We're entering a world in which buyers actively seek out those things that resonate for them, those things that they can identify with.
Taylor, D., 2003. The
brandgym. West Sussex: John Wiley & Sons.
The more emotionally involving a market is, the more
important the people dimension becomes, especially when the purchase is
expensive and visible to others. P.59
No comments:
Post a Comment