With the Power of Online Reviews...

Let me start with the fact that I am a gadget freak in the making!

I built my own desktop PC after extensive research, gaming accessories to accompany it, I own 2 lovely Bluetooth speakers that I mix-match depending on the music genre I choose to listen, a sports camera – with various props, and very recently purchased a new activity tracker (even though I don’t go to the gym – you never know, I might be motivated to start soon).

What’s in common for all of them?

I did extensive research, and read reviews online from previous buyers. I read their experiences, their complaints, their comments and trusted my own judgement and theirs in order to continue with my purchase.

Why?

Because I value my money. I expect a lot more from tech companies than a sleek design, some nice colors and the extravagant price of nearly a thousand dollars. I want my gadgets to last, easy to handle and easily accessible to be used.

To be clear, I had no idea what to look for in a fitness tracker and how I can judge whether it’s good for its price. Therefore, what was only natural for me, I headed directly to online forums and E-bay reviews for the best and cheapest in the market. At this point I should say that I was already prepared to buy a Fitbit; it was the only one I had heard before, and I already had an acquaintance who used it and expressed her satisfaction.

But when I came face-to-face (or screen-to-face) with the product, I noticed that it was too expensive for my budget. Moreover, I had already come across a dozen negative reviews of users, informing other potential customers that this product is just, not worth it….

According to the Consumer Buying Process Model, I am currently in the stage of “Purchase Decision” (for more info of the topic check this out). During this stage, Kotler, Keller, Koshy and Jha (2009)[1] state that my initial purchase decision was disrupted mainly because of two reasons: my level of motivation towards buying this product was low and/or I was affected by the negative feedback I heard from other users. In my case, both factors apply!

But that’s the magic of online communities and online reviews! I was already biased to buy a specific brand, just because I was heavily exposed to it. Nevertheless, the reviews and the research I conducted, led me to a better choice.

So my assumption is, marketing is not enough! Exposure to the products and brand is not enough for this era’s consumers. If marketers wish to turn passive consumers into brand lovers, they should start listening to them and deliver.

PS: I ended buying Garmin’s Vivofit. Very satisfying price, accompanied with a mobile application that tracks and records exercise and sleep patterns, and can even help you plan your meals and inform you about nutrients intake (for the hardcore users).

[1] Kotler, P., Keller, K.L., Koshy, A., Jha, M.(2009) Marketing Management – A South Asian Perspective, but China and Japan also contribute 13th ed. India: Prentice Hall, 2009

#reviews #ebay #gadgets #communities