Managementsummary
This research answers the following problem statement: to what extent does the perceived quality of an instore product demonstration affect the consumer purchase decision process and through that affect the ROI of an instore product demonstration of Canon?
The problem statement is relevant, because Canon wants to know how the instore demonstration process can be optimized in order to improve the returns of these demonstrations. In order to achieve this, both the internal process and the external consumer expectations and perceptions are viewed upon.
The research phase holds various research methods. Literature review serves as the base for the field research. In the field research, through in-depth consumer interviews, the extent in which the perceived service quality has contributed to the consumer purchase decision process is researched. The current service is researched through observations and the management perception of consumer expectations is researched through in-depth stakeholder interviews.
The research reveals that the instore demonstrations have a positive influence on the consumer purchase decision process. However, when some years ago the goals of demonstrations were changed from marketing goals (e.g. brand awareness) to sales goals (e.g. sell out), the implementation and execution of the demonstrations were not changed. The execution of the demonstrations should be changed according to the new sales goals; meaning that the quality and also the ROI of the demonstrations would be improved if Canon would adapt the selection, training and execution of the demonstrators to sell out.
A demonstration will attain the highest returns if a demonstrator firstly knows how to detect the purchase motivation and the type of consumer through in-depth questioning. Subsequently, if the demonstrator knows how to create consumer needs, and lastly, if he is able to deliver a personal purchase advice, then, the consumer will most likely be satisfied with the (personalized) purchase. This may lead to a positive product experience, to the sharing of that positive experience and to the inspiring of new consumers. Moreover, it may also lead to repeat purchases and to brand loyalty.
Also, more attention needs to be paid to giving elements of experience both before and after the demonstration. Finally, the quality of the demonstration needs to be measured through the consumer.
In order to tackle this problem, the transformational positioning strategy is implemented. This strategy adds psycho-social meaning to a brand that is introduced on the basis of functional benefits of the brand’s products. This strategy fits a product in the growing phase of the product life cycle, which is introduced by a market leader looking to sustain and/or expand its market share.
A demonstration is the moment in which the consumer gets into close contact with the brand. By letting the consumer experience the brand that is Canon, the connection between the consumer and the brand is being strengthened. This will increase the chance that consumers become inspired by the brand Canon and become brand ambassadors.
It is recommended that Canon listens to the consumer’s needs and wishes. By these consumer preferences, Canon needs to create briefings in which the goals for every individual demonstration are set, concrete actions are outlined and responsibilities of every stakeholder are drawn.
The problem statement is relevant, because Canon wants to know how the instore demonstration process can be optimized in order to improve the returns of these demonstrations. In order to achieve this, both the internal process and the external consumer expectations and perceptions are viewed upon.
The research phase holds various research methods. Literature review serves as the base for the field research. In the field research, through in-depth consumer interviews, the extent in which the perceived service quality has contributed to the consumer purchase decision process is researched. The current service is researched through observations and the management perception of consumer expectations is researched through in-depth stakeholder interviews.
The research reveals that the instore demonstrations have a positive influence on the consumer purchase decision process. However, when some years ago the goals of demonstrations were changed from marketing goals (e.g. brand awareness) to sales goals (e.g. sell out), the implementation and execution of the demonstrations were not changed. The execution of the demonstrations should be changed according to the new sales goals; meaning that the quality and also the ROI of the demonstrations would be improved if Canon would adapt the selection, training and execution of the demonstrators to sell out.
A demonstration will attain the highest returns if a demonstrator firstly knows how to detect the purchase motivation and the type of consumer through in-depth questioning. Subsequently, if the demonstrator knows how to create consumer needs, and lastly, if he is able to deliver a personal purchase advice, then, the consumer will most likely be satisfied with the (personalized) purchase. This may lead to a positive product experience, to the sharing of that positive experience and to the inspiring of new consumers. Moreover, it may also lead to repeat purchases and to brand loyalty.
Also, more attention needs to be paid to giving elements of experience both before and after the demonstration. Finally, the quality of the demonstration needs to be measured through the consumer.
In order to tackle this problem, the transformational positioning strategy is implemented. This strategy adds psycho-social meaning to a brand that is introduced on the basis of functional benefits of the brand’s products. This strategy fits a product in the growing phase of the product life cycle, which is introduced by a market leader looking to sustain and/or expand its market share.
A demonstration is the moment in which the consumer gets into close contact with the brand. By letting the consumer experience the brand that is Canon, the connection between the consumer and the brand is being strengthened. This will increase the chance that consumers become inspired by the brand Canon and become brand ambassadors.
It is recommended that Canon listens to the consumer’s needs and wishes. By these consumer preferences, Canon needs to create briefings in which the goals for every individual demonstration are set, concrete actions are outlined and responsibilities of every stakeholder are drawn.