Consumer Evaluation System
Whether consumers purchase your company's products or services typically depends on a series of criteria, forming the consumer evaluation system.
1. **Risk**: Before making a purchasing decision, customers may worry about potential losses that your company’s product could bring to them. For example, "What if it’s not easy to use? What happens if there’s a problem?" In response to such concerns, most companies adopt measures like offering three-year warranties or free returns and exchanges.
2. **Uniqueness or Added Value**: When choosing between two or more products, customers often ask themselves, "What makes this product better than the others?" The more customers perceive that your company’s product meets their needs better than others, the easier it becomes for them to decide to purchase it.
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