I agree that Mr. Coffins’ quote is meant to urge us to find out what the consumers want. If as a business person you can understand the consumer and all their wants and needs you will be able to come up with products best suited for them which will give you a competitive edge and increase the potential of having maximum profits. A consumer is indeed a sore shopper looking for the best product that will make them content. However, it is also important to know that although the clients are looking for a good product, they also want one that is well within their price range.
A consumer will undergo five key steps knowingly or unknowingly before they purchase a product. In the first stage, they will become aware of the need for the service or product that they need. Next, they search for the item needed. It is at this stage that one can use their competitive advantage to win over the unsatisfied customers. They should also be careful not to end up losing their customer base. The next stage is where the customer chooses to procure the services or product, then finally comes the after purchase step.
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I agree with the student that the fifth step is the most important step. If one is careful enough, they will be able to satisfy the “sore consumer” who was not satisfied with the previous products that they purchased. I like finding an alternative product or service that satisfies me as this makes me more inclined to buying and conducting repeated business with the retailer. A business owner should always look forward to this part as it is what makes the difference between a successful and unsuccessful firm.
