2013年7月16日星期二

The attitude of customers on products depends the rise of customized items



Consumers choose products on the basis of the products’ perceived attributes. These attributes represent the positive and negative utilities that the consumer perceives from its ownership. For example, a consumer derives a benefit from a comfortable pair of jeans. If a consumer tries on a pair of jeans that are uncomfortable, the jeans may be rejected, even though they may be perfect in every other way. In this situation, a consumer would likely be prepared to pay a little more if the jeans could be adjusted to make them fit more comfortably. Alterations, for a small additional fee, are a common means of resolving such situations. Thus consumers are prepared to pay a premium to overcome negative product attributes. Similarly, customers who perceive that customized items overcomes negative products attribute will be prepared to pay a higher price for this product, relative to a standardized off-the-rack product.
The more a consumer perceives customized items to overcome negative product attributes, the higher his or her willingness to pay a price premium for these products. The appearance of Customized items kids makes it possible to purchase them at large quantity.

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