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. So does the advertising.

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