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Study: Clients rely less on influencers when there are more variants of it …

by Ace Damon
Estudo: clientes confiam menos em influencers quando há mais variantes do mesmo produto

Marketing Science published a new study by the Chinese University of Hong Kong that indicates that a greater variety of versions of the same product makes consumers rely less on the opinion of influencers. To this end, research team leader Chenxi Liao recommends that companies adjust their product range to reach the optimum level and maximize their profits.

"The firm's product variety can make a difference in its sales, because the opinion leader may only like a product for its color, which is not relevant to the consumer, rather than liking the product for its durability. firm can adjust product variety to influence consumers' notion of quality to make a greater profit in turn. "
Chenxi Liao, Business Administration Professor at the Chinese University of Hong Kong

Almost 50% of consumers trust digital influencers, while 40% make purchasing decisions based on their opinion. Nevertheless, it is important to note that these decisions are still inspired by product quality and individual user preferences.

"When many types of a product are available, consumers can expect that an expert will find a preference of their own, and that consideration would then reduce consumer expectations regarding product quality. As a result, consumer evaluation can be reduced, which can lead to a lower profit. "
Chenxi Liao, Business Administration Professor at the Chinese University of Hong Kong

Via: Science daily, Tweak town
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