Increasing knowledge of consumer

Description:

While in the past consumer only source of information were other consumers, own experience or sellers information, nowadays the possibilities to get information on a larger scale is easier then ever before with the introduction of the internet.

Enablers:

• (Broadband)Internet : (broadband) internet makes it possible
• Review websites (wiki based)
• Price comparing websites
• Non-manufacturer information website
• The importance of Word of Mouth growing

Inhibitors:

• Information overload
• Untrustfull information
• Unknown sources
• The importance of segment marketing rises. Since the social media growing, it is getting more challenge and difficult to communicate with the target audience through one or few media.

Paradigms:

Research shows that more and more consumers look on the internet for information before doing a large buy. It is relativly easy now to check others review on product, compare different brands and to check prices at different stores.

Experts:

Philip Kotler

Timing:

Not relevant

Web Resources:

• http://www.poolonline.com/archive/iss2fea1.html