Know-How Exchange : Other

What was said above, but add the word 'perception' to all of them. It is all the perception of the customer that you have the best price, or even that you can solve my need/want.

Actually, perception is a HUGE part of it. Ever had Fast food burger? Ever gone back again? And again? Why?

Ever went to see a movie you "thought" would be good? Why?

Ever picked a brand name over a generic name? Why?

Do you buy name brand bleach? Why?

Does the brand of car you drive matter to you? Do you think some are better than others? Yes? Are you an automotive mechanic/engineer/expert? Maybe....but stilll...Why?

PERCEPTION is the answer.

Now before everyone gets riled up..I haven't forgot about our friend Mr. Quality. Quality is a perception as well (to a degree) Actually you play a major role in the quality. You DO instill quality in your products. What you are thinking of is VALUE.

Is an automatic potato peeler from KRUPS a quality product? My perception is "YES!". Does it have any VALUE to me? Not at all. To a Chef? Absolutely.

Quality does not equal value, and perception is a MAJOR factor for any product. You may be surprised you can measure all of them by means of consumer feedback.

You say you can measure quality. Most manufacturers claim to have the best quality. This is bias and natural.
I ahve a painting I painted a few years ago. It tool me 3 months to finish. The quality, perception and value I place on it is very high. You may look at it and think it is crap. So who is right? What measure of quality is correct?

DesignVHL and peter are right.

Good Luck!

Jett - thanks for the support.

Surbina - "perception" is just saying that what is important is what the customer thinks of your product. You could have the highest quality product available, but it is not of any value if the customer does not perceive it as a quality product.

And I agree which Jett in that value is generally more important. It doesn't matter if the product I want to buy is of the highest quality or has the highest service levels - if it does not add perceived value to me, I won't buy it.

Neither Jett nor Peter nor anyone else can say quality is more important that value - because the relative justapositioning of these two is precisely what is so IMPRECISE about positioning within the customer (prospect) mindset.

BTW I would suggest surveying the target segments and ask them what are their reasons for buying!

Hope that clears this thread up!