Sample on Customer Satisfaction and Branding: Haier Turbo series

Customer Satisfaction and Branding: Haier Turbo series

Product characteristics are essential determinants of customers’ purchase decisions for all product categories. For the Haier Turbo series refrigerator purchase decisions are influenced by various factors, including customers’ thoughts of product properties, branding perceptions, and marketing activities. Therefore, when marketing the Haier Turbo series refrigerator, marketers must have an in-depth understanding of the product evaluation criteria used by customers and use those criteria to effectively manage marketing activities. In this way, they are assured of customer satisfaction and of sustainable business operations.

Section 1: Consumer Decision Making —Process

Effects of Marketing on Consumer Needs and Desires

Consumer decision-making is one of the inevitable aspects of the marketing environment. Various marketing strategies can be used for the Haier Turbo series refrigerator. The impacts of those marketing approaches on the consumers depend on the consumer needs and purchase decisions. While the product could be marketed through both push and pull strategies, the latter would most likely result in better outcomes when marketing a product such as the Haier Turbo series. The objective of any such marketing process is to appeal to the consumer so that their decision-making is skewed towards the Haier turbo series refrigerator (Sarbjit, 2017). However, in spite of the variety of marketing approaches that can be used, the only challenge could be for the marketing team to influence the customer needs although influencing the wants can be easy. the Haier Turbo series refrigerator marketers could also influence the consumers’ desires through appealing to ethos, pathos, and logos.

The Haier Turbo series refrigerator is more of a want than a need, thus whether a marketer can influence its purchase would depend on several factors. The argument that a marketer can control the wants of a consumer but not the needs is based on the fact that needs are indispensable in the life of a consumer, and no amount of cajoling can make them unnecessary. However, per Sarbjit, while a marketer cannot influence what is characterized as a need, it is possible to influence the customer to change a want into a perceived need (2017).. Customers can live without the Haier turbo series refrigerator but effective marketing can find a way of transforming the perceptions of the customers to consider the product a need. Different approaches can be used to control customer behaviors, particularly with respect to their purchase intentions for the Haier turbo series refrigerator once they change their perception of it as a need. By promoting the refrigerator in a way that perks the interest of the customers and identifying a utility that can be fulfilled through the product being marketed, I will be able to influence the needs and desires of customers.

Various studies have shown that by aligning a product’s attributes to a utility that the customers consider essential, it is possible to influence them to consider that product a utility. Sarbjit (2017) describes this process as the pull marketing strategy that compels consumers to see the necessity of a particular product even though they did not desire that product or even to consider it as a need initially. For the Haier Turbo series refrigerator, this approach would involve creating a linkage between ethical food consumption and the Haier Turbo Series Refrigerator. As the marketer, I could use images of the living conditions of the poor in other parts of the world where access to food is limited to convince customers of the unethical nature of food disposal and the need for better food preservation techniques. upon understanding the need for food conservation, customers could eventually consider refrigeration as an important part of life and thus consider the Haier brand a necessity rather than a want. Consequently, the customers could purchase the Haier Turbo series refrigerator because they could view it as an inevitable piece of household equipment for preserving food, which is a basic need.

Product Characteristics and Purchase Risks

For the Haier Turbo series refrigerator, the purchase decision has to be based on several other factors besides the utility. A refrigerator is an essential and long-term use product that cannot be purchased without considering its features. Besides the utility, the preferred brand, external features, capacity, power consumption, and the uniqueness characteristics play important roles in the decision of purchase. Haier features of the Turbo series refrigerator are superior to those of other products in the same category in the market today. For instance, this product is one of the high-capacity ones characterized by low power consumption. It is also aesthetically pleasing. Moreover, the refrigerator comes with a variety of model characteristics with different attributes hence the consumers have the flexibility of choosing from the available options. Additionally, it has a variety of finish characteristics in terms of color and texture from which the consumers can choose.

a customer intending to choose between different available refrigerator brands for purchase would use various sources of information for decision making. For instance, potential customers can access information about the Haier Turbo series refrigerator from the company’s brochures. information contained in such a source is product-specific and can be used to evaluate the product features, as described by Rajavi, Kushwaha, and Steenkamp (2019). Secondly, customers can obtain information about the product from the internet. The Haier Company website has a lot of information on the different models of the refrigerator. Finally, product information can be obtained from product reviews. A combination of different sources of information gives customers a diverse perspective that can guide decision-making prior to a product purchase.

The objective of a marketer is to be creative with information offered to customers and improve customers’ satisfaction. As the marketing professional tasked with marketing the Haier turbo series refrigerator have to develop product brochures and be responsible for the product information placed on internet sites. The match between the product information on the refrigerator obtained from such sources and customer experiences regarding the products determines the content that users feed on product reviews (Sarbjit, 2017). One of the ways to improve the type of information available to the customers is to conduct customers’ feedback collection exercises. Such comments indicate the customers’ experiences with the product thus giving the corporation accurate information about the product thus enabling the management to make informed decisions about the item. Nevertheless, over-ambitious marketing information based on the ideal design characteristics of the Haier Turbo series refrigerator can be construed by customers as miscommunication or unethical marketing. Such aps in information between marketers and potential consumers can result in several risks. First, the customer expectations may be under-met. Secondly, the manufacturer’s reputation may be at risk following wrong perceptions from the customers.

Refrigerator Brand Classification

Refrigerators can be categorized into evoked, inept, and inert brands. Besides the individual product characteristics, the known attributes of the Haier brand relative to those of other brands can also help customers in determining the best brand for their purchase. The evoked brands comprise of those that are considered to induce interest in the customer, and on which the customer would want more information before decision making (Arora, Kalro, & Sharma, 2015). The Haier Turbo series, along with Samsung and Sony brands, belong to this category. These brands are renowned for their good quality and values to customers. They are also known for the associated elegance and aesthetic features, which are attractive to customers that prefer class. As such, they are likely to be considered by a potential refrigerator customer.

The second category, inept brands, which are those that are usually not given second thoughts on the decision to purchase. According to Arora et al. (2015), inept brands are considered completely unworthy of consideration. For me, these refrigerator brands are LG and Hotpoint. The experiences I have had with these two brands discouraged me from them completely and I am pessimistic about the products associated with them. On the other hand, the inert brands comprise of those that the consumer is aware of but in which the consumer feelings are indifferent. In this context, those brands would be Whirlpool and GE

Negative brand experiences are difficult to change. However, marketers can use a variety of strategies to change customer perceptions about their brands and even about specific products. Some approaches such as product promotion, social media engagement, and product purchase incentives can improve customer perceptions especially about brands considered to be in the inert and the evoked categories such as the Haier Turbo series refrigerator (Karam & Saydam, 2015). For brands that are in the inept category, promoting customer experiences requires a more active response to customer needs. Such customers need to be handled following the conventional process for addressing customer dissatisfaction, which entails problem identification, apology, compensation, and a promise of good future value, along with effective follow-up on the customer. When these strategies are followed effectively, customers can shift their brand perceptions from inept and inert categories to the evoked category, albeit gradually.

Product Selection Criteria

The criteria used by customers for product evaluation of the Haier Turbo series refrigerator are important to a marketer for various reasons. These standards determine a customer’s perception of the product following use, and the satisfaction of all quality criteria is considered an indication of a good product. For the marketer, understanding these criteria can be helpful in developing effective innovation practices aimed at satisfying customer value (Karam & Saydam, 2015). In particular, marketers of the Haier Turbo series refrigerator can use the customer-recommended characteristics to develop new features of the refrigerator model that would satisfy customer needs, thus meeting their expectations. The match between customers’ expectations and their experiences with the products will result in high product ratings.

Section 2: Consumer Decision Making —Outcome

Branding and Marketing

Branding is an important marketing strategy, and marketers make significant efforts to increase the visibility of their brands and the probability of brand choice by customers. Therefore, consumers’ brand choice has to have a significant impact on the marketer, particularly because it indicates the customers’ perceptions of that particular brand (Chovanova, Korshunov & Babcanova, 2015). Brand identity influences several factors in the customer-marketer relationship. For instance, brand recognition results in enhanced emotional connections between the customer and the marketer. By identifying with a particular brand, customers recognize the value that the marketer adds to a product beyond the basic features that all products of that category possess (Rajavi et al., 2019). For the Haier Turbo series refrigerator, the selection of the Haier brand confirms to the marketer that the customer sees a certain unique value in the Haier brand that is not available in the others. as such, the customers identify with the product because of the mentioned value and the brand is likely to increase its market shares.

For the Haier Turbo series refrigerator, the link between brand identification and habitual purchases I can use as a source of information for the manufacturer to use to facilitate innovation improved product outcomes. selection of the Haier brand could be important because of the implication of habitual behavior and its consideration as a strategic option. Choosing the Haier brand could be attributed to historical experiences with items of that brand, which is an indication of habitual buying. According to Rajavi et al. (2019), brand identity also provides evidence on the need for strategic marketing and options. Marketers consider this significance as a reference point for understanding customers’ needs, experiences, and the need for change towards better performance of new models.

Customer Satisfaction

Customer satisfaction is a crucial outcome for the sustainability of any business. The first factor that results in customer satisfaction is customer experience. In this regard, customer satisfaction is defined as the extent to which the customers’ experiences of actual products meet their expectations (Suchanek & Kralova, 2019). Repeated purchases are based on the customer experiences with products. For a Haier Turbo series refrigerator, a single purchase satisfies utility over the long term, thus repeat purchases imply buying either the same product after a while or other products within the same product brand.

Customer satisfaction is a function of various intrinsic and extrinsic product characteristics. The intrinsic product characteristics of the Haier Turbo series refrigerator include the size and capacity, power consumption, and aesthetic factors. On the other hand, its extrinsic factors include experiences with other products of the same brand and marketing effectiveness. Marketers have to work on enhancing customer experiences based on the intrinsic and extrinsic factors in order to foster customer satisfaction (Singh, Jain, & Choraria, 2016). As such, ensuring that these characteristics appeal to the clients will improve their satisfaction with the fridge. on the other hand, dissatisfaction could be attributed to the existence of a gap between customer expectations about the refrigerator and their experiences with items of that brand.

While customer satisfaction results in positive outcomes for an organization, dissatisfaction reduces profitability and damages the reputation of a firm; accordingly, as the marketer for the Haier Turbo series refrigerator, I have to develop effective strategies for dealing with customer dissatisfaction. the first step is to identify the problem. Discontentment could mean that any of the mentioned intrinsic and extrinsic attributes of the Haier Turbo series refrigerator are below customer expectations (Nimako & Mensah, 2014). Identifying that particular attribute can help in formulating the solution. Secondly, I should make a sincere apology to the customers for the inconveniences caused and then promise to consistently deliver value from then on. The next course of action will be to compensate the customers and then follow up on the matter to ensure that they are satisfied with the outcomes of the case follow-up (Nimako & Mensah, 2014). This strategy can help in eliminating dissonance between customers and marketers.

The best approach to determining whether a customer is satisfied with a product is to collect customer reviews about the item. For the Haier turbo series refrigerator, a recommended approach is to develop survey questionnaires targeting customers of the product and administer to customers who indicate their intentions to buy refrigerators in general. the questionnaires will allow understanding the features that the customers desire in a good refrigerator. This information could be used to determine the gaps between the manufacturing specifications and the customer expectations, and subsequently to develop innovative solutions to issues raised by customers.

Developing Customer Trust

As a marketer for the Haier brand name that markets several products, I have to establish long-term customer relationships to sustain business across the product range. Gibbons (2017) reports that the first step in developing long-lasting relationships with customers is to provide value, which, in this context, means meeting customer expectations. The marketing content for the Haier turbo series generator and the brand characteristics have to add some type of value to customers, subsequently driving customer satisfaction. In this way, the organization can sustain its relationship with the customers. The satisfaction of the Haier turbo series refrigerator’s customers would promote their loyalty, which would result in the repeated purchases of the refrigerator and other products in the Haier brand.

Another strategy that marketers often use to achieve customer loyalty is by responding to issues as soon as they arise. As a marketer for the Haier brand can follow this strategy whenever customers raise issues about the purchased products. Responsiveness to customer needs and complaints creates the impression that the company cares about customers’ feelings and thus promotes the development of emotional attachments to brand names. Gibbons (2017) asserts that friendly and attentive service delivery is essential towards attracting customer loyalty. When handling long-term customers for the Haier brand, in particular, any issues raised should be flagged for immediate action and addressed with urgency. Additionally, as a marketer, I can make customers feel special by developing personalized communication practices that recognize the roles that customers play in an organization. For instance, personalized e-mails and interactions tracking could be used to advance customer experiences and greater satisfaction.

Allowing customers to experience the brand and understanding their relationship with the brand can be crucial towards sustaining their relationship with the brand. I should plan activities that bring them together with their customers to facilitate brand experience associated with the Haier Turbo series refrigerator. The customer relationship journey should be rich enough for customers to recognize their value to the organization and the worth of those experiences and products. comprehending the relationship between the customers and the brand entails understanding the clients; knowing as much as possible about them through the use of analytics tools and websites. In this way, marketers can understand the purchase patterns of the customers and potentially plan marketing activities that directly target specific customer groups.

Conclusion

Understanding customer needs and expectations is the starting point for effective marketing and customer satisfaction. The customers of the Haier turbo series refrigerator have different wants and desires, and various marketing strategies can be used to shift their perspectives about the product from wants to needs, and their perspectives of brands from inept and inert to evoked brands. Various studies have discussed the approaches that marketers can use to address customer dissatisfaction and to ensure customer satisfaction, and these approaches can be applied in marketing practices for the Haier turbo series refrigerator. Understanding the product characteristics and the customer expectations is essential towards improving the product to satisfy customers.

References

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Chovanova, H. H., Korshunov, A. I., & Babcanova, D. (2015). Impact of brand on consumer behavior. Procedia Economics and Finance, 34, 615-621. Retrieved from https://www.sciencedirect.com/science/article/pii/S2212567115016767

Gibbons, S. (2017, November 1). 7 amazing ways to build long-term relationships with your customers. The entrepreneur. Retrieved from https://www.entrepreneur.com/article/303911

Karam, A. A., & Saydam, S. (2015). An analysis study of improving brand awareness and its impact on consumer behavior via media in North Cyprus (A case study of fast food restaurants). International Journal of Business and Social Science, 6(1), 66-80. Retrieved from https://ijbssnet.com/journals/Vol_6_No_1_Januaryr_2015/8.pdf

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Sarbjit, S. (2017). Steady on push/pull strategy decision taken by organizations for their products and services. Universal Journal of Management, 5(10), 492-495. Retrieved from http://www.hrpub.org/download/20171130/UJM4-12110535.pdf

Singh, V., Jain, A., & Choraria, S. (2016). Explaining the role of complaint handling among complaining customers. Vision: The Journal of Business Perspective, 20(4). Retrieved from https://journals.sagepub.com/doi/10.1177/0972262916668739?icid=int.sj-full-text.similar-articles.2

Suchanek, P., & Kralova, M. (2019). Customer satisfaction, loyalty, knowledge and competitiveness in the food industry. Economic Research Journal, 32(1), 1237-1255. Retrieved from https://www.tandfonline.com/doi/full/10.1080/1331677X.2019.1627893