Last update:- 3rd September 2023
We are reviewing the general Decision-Making Process when purchasing new products. For example, when collecting his car from the service center, the Service Manager advised John to replace his tires. This changed John's current status as he now needed new tires. This series of events or needs creation process happens every day. Needs originate from advertising, social media promotions, something like your toothpaste is done, or your partner wanting bread.
John started his purchase or Decision-Making Process when he started searching for information. Next is the Evaluation Phase, when John reviews the various inputs from friends, experts, social media opinions, and product reviews. All these inputs influence John when selecting the right product. His final step is the so-called backbox or decision to buy.
Critical expenses like motorcar tires are complex purchasing decisions. They are characterized by a detailed purchasing process. Repetitive needs like milk, toothpaste, or bread do not require complex purchasing processes, as the person will simply purchase the item.
What is Post-Buying Behavior? What part of John's buying experience influences his future purchases most? His so-called Post-Buying Experience is critical and is influenced by the delivery, packaging, presentation, service, and initial experience with the product.
Marketers refer to the Decision-Making Process as a series of complex processes. They specialize in influencing each process. For example, consumers spend more time buying cameras, mobile phones, or personal computers. Critical considerations are feedback from friends, family, group pressure, referrals, social media hype, brand, technology, and general perceptions.
How do Product Reviews influence consumers?
Product reviews play a critical role in complex purchasing processes. Consumers value trusted advisors or social media experts. People always place a high value on what others say or think. Marketers know that and spend millions on "coaching" consumers into making the "right" decisions...
Product reviewers and AI are expert advisors or virtual friends to many. Marketers understand the importance of approval from reviewers or forum experts. A "Gold Award" literally makes or breaks new products. Both manufacturers and competitors invest time and energy in getting an advantage via competitive product ratings. The process of influencing consumers is perfectly legit. Consumers should study, research, and think before making a purchasing decision.
I've been following product reviews and their impact on the success or failure of new products. Let's take an average camera review. Some study them in detail, and others go directly to the summary. Consumers only want more in-depth information after buying the product (post-buying behavior). Product ratings play a more critical role during the information search.
Product ratings and summaries include information or statements that will make or break purchasing decisions. Here are some meaningless or "deal-breaking" lines found in summaries:-
- Shutter shock at slower shutter speeds concerned us...
- The camera displayed more than average image noise...
- The camera has no external mic input or headphone output...
- The video output had too much rolling shutter...
- The small sensor has a limited dynamic range...
- We are concerned with the red color cast from this camera...
I am not concerned with what reviewers say or report. The question is when to say something, and is the information valuable or relevant? For example, a "rolling shutter" is something all Standard CMOS sensors have. Stacked BSI sensors were the first to offer a good solution for Rolling Shutter.
Example:- Does the Olympus EPL-9 require dust and water sealing? One reviewer stated he was concerned with the camera's poor dust and water protection. None of the cameras in this segment had any water or dust protection. Why mention this if it's NOT relevant?
Reviewers do not only determine the success of "competitor" products, they also promote some brands over others when they discuss only some aspects of one brand. In some cases, the success of great products is throttled, and in other cases, less capable products are promoted.
Example:- Years back, Pentax launched the crazy little Pentax Q. Yes, it had a small sensor, but it was a fully-fledged mirrorless system with a great selection of lenses. It offered many special effects and a good IQ for what it was designed. This little camera was endlessly criticized. The result is no more Pentax Q. Regardless, it's a sought-after camera today with a large following...
Should you study product reviews? Absolutely, go read as much as you like, and see as many videos as you can. The key is to learn to question reviewers and forum advisors. Think before you blindly trust any advice on social media. Most reviewers use articles or marketing material from the manufacturer's marketing department. One of the best ways to spot a marketing campaign is to look for the repetition of keywords and phrases in reviews or product descriptions.
Why is repetition critical? This is an interesting question. Corporate marketers are experts in influencing people with fake storylines and repetitive keywords and phrases. For example, most photographers will believe "small sensors have less noise" if marketers offer enough incentives to let reviewers and experts (promoters) repeat this for months.
Also, see this article on marketing - link.
Make your own decisions.
Siegfried
