I'm doing some marketing research online, and I don't quite get it: the products in question are all the same - simple piece of machinery (it's paper shredders for crying out loud), lots of companies market them, yet the products I'm doing the research for is so OBVIOUSLY superior in:

1. Warranty
2. Price (up to 50% LESS in a comparable situation)
3. Features
4. Customer service
5. Exterior looks
6. Reliability
7. Quality and finish

All the above, yet people like Wal-Mart are just blind to this line of product I'm researching into. What's up with that? It's frustrating.

 

Huh? Don't quite understand but you are doing marketing research on paper shredders and people are buying them from Wal-Marts? **scratching head** Well, it is late and I'm tired--

 

There are some hidden factors when looking at the habits of buyers from big department stores and supermarkets. Often the biggest factor is the amount of co-op a manufacturer or distributor is willing to kick in. That is basically a payment from the manu/dist to the retailer for shelf space and advertising etc.

The other factor is even less honorable. It's graft and kick backs. Rife in buying circles.

 

The name is also a lot to do with things. People are often inclined to pay more for a product if they know the brand name.

Many small companies come and go, making a warranty useless if something goes wrong. Bigger brands, even if their products are inferior, are more likely to be around if you have a problem.

 

I got caught out twice. The last two very expensive TV sets I bought, I also bought a warranty with the retailer. Both retailers went to the wall and the warranties were worthless. The next set I buy will definitely be from one of the large chain stores, e.g. Curries or Dixons. Lots of factors like that influence peoples purchasing decisions, not just price.

 

well...

this company has been around for 20 years and is one of the most well-known OE manufacturers in the world (though you don't hear them because they're always hidden away from consumers).

i'm trying to figure out a most efficient way to deal with marketing their own brand...