By attracting the attention of buyers to assess the quality of the product, several important tasks can be solved. Let's consider some of them:
Determining the advantages and disadvantages of a product from the customer's perspective.
A study of differences in product perception between producers and consumers.
Repositioning a product by emphasizing its other benefits that may be more important to buyers (or directing the product to another market segment where it may be more in demand).
It is important not to overestimate austria email list the importance of consumer evaluation, since the client, as an individual, describes the product based on his feelings and does not have all the necessary information about the various indicators. Often, products that customers like are of low quality from an expert point of view.
Focus group testing
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But the manufacturer cannot ignore consumer assessment, especially if its goal is not only to ensure proper product quality, but also to satisfy customer needs.
Let's consider the quality profile model proposed by the famous Japanese scientist N. Kano. He identified three levels: basic, required and desired.
The basic profile (basic quality) represents qualitative or quantitative parameters that are inseparable for the consumer. They are not discussed, as they are fundamental (for example, an automatic switch of an electric kettle, a guarantee of car safety, etc.).
Compliance with standard requirements is also a key parameter.
Basic indicators have a low weighting factor, but can have a significant impact on consumer perception of the product and the overall impression of the product.
The required profile (the required quality that is directly assessed by the consumer) usually has a medium weighting factor. For example, the fuel efficiency of a vehicle, the noise level of equipment, etc.
The desired profile (desired quality) is the characteristics that define unexpected values. These are the properties of the product that the consumer has never known. These can be both qualitative and quantitative parameters that have a high weighting factor and add new levels of functionality or satisfaction. For example, a new option in a car that was previously unavailable.
If a manufacturer can take into account the desired profile, then most likely they have the opportunity to develop their business through innovation. Such companies stand out from their competitors and have a good reputation.