Public's reaction

Description:

All companies try to satisfy certain conditions that are required to be accepted by the society. For example companies that produce unhealthy food (like McDonalds) provide information about the calories, fat and sugar their products contain and focus on meeting other social expectations (the food is wrapped in paper bags to be recycled)to improve its image. The risk of being rejected by the public and potential customers should not be ignored.

When referring to the book industry we can say that companies should avoid generating negative reaction from the public. That means that the product itself should be presented in a intriguing way and should not harm the users. It is know that screens affect long-term the eyesight so how can we be sure that the ebook reader won't have the same side-effect. Furthermore, in a society where books are replaced by the ebook readers there would be effects on how people talk and socialize; human interaction would become colder and new expectations of privacy will be set.

Customer's expectations when buying a product are of high value for producers. If they don't know what people really want and need when making a purchase, they won't be able to satisfy those needs just by guess. People, by nature, expect to experience at least the same satisfaction they had while using a similar product. For example, when buying a book,depending on its type, each of us will expect a certain quality of print, paper, a certain smell and experience. These expectations are essential for any publisher that wants to succeed on the market.

Furthermore, some people might need to be able to travel with several books with them. These books can become a burden if they weight too much or their size is too big making them difficult to carry. Other people need to read several books at once (researchers) but only fragments or paragraphs that are relevant for them.It is the publisher's duty to find the best way to meet customer's needs and easy their life.

Enables for e-books:

1. Medical and scientific prove that the ebook reader is harmless

If medical studies show that the e-book is harmless or has no additional or increased side effects on people's health then they will become more easily accepted.

2. Good previous experience

Good experience with a product is underestimated. People that saw an ebook reader, tried it and liked it, will most probably use it again. A first impression is very important as it can totally shift someone's beliefs. On the other side, someone who had been using books for decades, will most probably continue to read them with the same pleasure all over again. The person has developed habits (sitting on a couch, reading at a terrace) that brings a certain amount of joy each time he/she experiences it.

3. Good review

Good review has never hurt a product. People that liked a book will promote it to their fiends, whom, most likely, will read too. The story is the same with an ebook reader. Even more, it can increase the popularity and curiosity, and as the first impression is already established (from the review), the real contact with it has a certain level of success.

Inhibitors:

1. Severe cases of side-effects because of using the product

2. Increase in burglary and crime

If the ebook reader becomes the reason of some attacks, the industry could face a fall because people will just reject something that puts their life in danger.

3. Bad previous experience

Because paper books have been around for decades we assume that everyone enjoys them at some level (we have been using them for so many years!!). This inhibitor fits better for e-book readers. A bad first experience will have unpleasant results over the whole market as the customer will complaint to 10 of his friends and those friends will try to avoid the product or, when using it for the first time, it is more probable that they won't like it because of what they heard.

4. Bad review of the product

Bad reviews from newspapers or magazines will have negative effects on the popularity of ebook readers.

5. Rejection of something new

Some people just prefer to use what they have been using for years, because it's what they know and are used to. The only idea of changing the whole reading experience might be rejected as certain expectations will not be met anymore.