

DON’T LISTEN TO WHAT CONSUMERS SAY!
20 December 2024
Wait, what? Isn’t one of the main sources of market research what consumers say or respond to? Exactly! When conducting research, we get answers from consumers based on the concerns we address. However, what we must embed in our mindset is to look at their answers and understand the background of why they respond that way. Still confused? Let me share two common cases.
Case One: The Importance of Price Factors
In many surveys, questions about factors influencing purchasing decisions often yield responses that price is the most critical. Often, price ranks among the top three most important factors in choosing a product or brand. This kind of response can be a trap; the recommendation derived from this is to lower prices or offer discounts. However, this approach isn’t always the right solution.
In reality, consumers from various economic backgrounds consider price but with different budgets. Consumers with limited budgets will be more cautious in choosing products, while those with higher spending power may be willing to pay more for added value. Therefore, lowering prices is not the only way out.
It’s better to also explore other factors that can enhance the product's value. Perhaps the product has other advantages that can be highlighted, such as quality, unique features, or exceptional customer service. By providing added value, price no longer becomes the sole consideration for consumers. This illustrates that we should not only listen to what consumers say but also understand what influences their decisions.
Case Two: The Reason Behind Restaurant Locations
The second interesting case arises when conducting research in a restaurant or café. When asked why they never visit a particular restaurant—despite knowing of its existence—many consumers answer that the location is too far. On the surface, this answer seems clear and suggests a recommendation to open a new branch, assuming that the closer the location, the higher the likelihood of being visited.
However, deeper analysis reveals that many consumers are willing to travel long distances if the value matches the effort. For instance, observing visitors of the GIIAS exhibition in BSD shows that many come from outside the Greater Jakarta area due to high expectations of the experience. They don’t consider location as a barrier as long as the value offered matches the effort they put in.
So, instead of opening a new branch and assuming location is the issue, a more effective strategy might be to increase the restaurant’s appeal. This can be done by highlighting the experiences offered, providing customer testimonials, and offering unique menu items exclusive to the restaurant. By strengthening these values, consumers will be more motivated to visit even if the location is relatively far.
Conclusion: Understanding the Reason Behind Consumer Responses
The two cases above illustrate the importance of not just hearing what consumers say but understanding why they respond the way they do. By doing so, we can make more informed and strategic recommendations for the future. Delving into consumer responses by exploring the reasons behind them allows businesses to achieve better understanding and make more accurate decisions.
With a comprehensive approach, we can avoid mistakes in business strategies and find more sustainable solutions aligned with market needs. Thus, it’s not just about listening to what consumers say, but more about understanding the reasons and logic behind their choices.
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