Form of Consumer Values, Thesis Paper Example

Consumer values take on many different forms. These being tangible and intangible forms. In the 1950’s it is considered that most consumers were both driven and motivated by price considerations. The concept of shopping around, comparing five independent quotations before making a decision. By the 1970’s consumers were focusing their attention on quality of the goods, this around satisfaction, service and longevity of the product.  In the 1980’s people were having much busier lifestyles and the focus changed more towards delivery times. They did not want to wait a month for something they required immediately. By the 1990’s the now educated consumer is looking at the produce from a variety of perspectives, hence price, quality, delivery, etc now all form an integral part of the buying equation. ” Customers living in the 1990’s will go somewhere else to purchase if they are not entirely satisfied. Develop some ways to keep your customers coming back by building loyalty and rapport and making sure that you carefully address all of their values when you sell to them ” (Sugars, 2010).

Customers are also demanding complete solutions in order to meet intangible needs i.e. knowledge, emotion, desire etc. ” Companies need to deliver products that are unique, create customer value, and build long-term relationships with customers that often depend on intangible factors. In addition to the physical product, services and intangible product attributes such as knowledge, emotion, and the customer experience are important and perhaps primary elements, in the total value equation” (Steiner, 2009).

Technology Convergence

Technology convergence has created values and changed global market perspectives.  The most powerful concept being e-commerce and online trading of consumer goods.  ” The essential purpose for a supplier and customer firm engaging in a relationship is to work together in a way that creates value for them.” (Achim Walter, 2001)

An example of this being the DELL European online store that not only sells computer and peripherals but provides the end user to custom build his/ her personal computer configuration online. Defining disk size, memory size, operating system, processing speed, type of screen, type of keyboard etc. In fact the complete custom specification to build your computer. (Dell UK, 2010).  The site also markets a full range of peripherals and spare parts for the range of computers supporting its brand.

Works Cited

Achim Walter, ,. T. (2001, 4 24). Value Creation in Buyer–Seller Relationships: Theoretical Considerations and Empirical Results from a Supplier’s Perspective . Retrieved 2 19, 2010, from Science Direct: http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6V69-42WP5YD-5&_user=10&_coverDate=05%2F31%2F2001&_rdoc=1&_fmt=high&_orig=search&_sort=d&_docanchor=&view=c&_searchStrId=1214968196&_rerunOrigin=scholar.google&_acct=C000050221&_version=1&_urlVersi

Dell UK. (2010). Dell UK. Retrieved 2 19, 2010, from Dell Corporate Sales site: http://www1.euro.dell.com/content/topics/topic.aspx/emea/segments/splitter_page1?c=uk&l=en&s=gen&CID=41141&LID=1069630&DGC=ST

Steiner, F. H. (2009, 8 6). The impact of intangible value on the design and marketing of new products and services: An exploratory approach . Retrieved 2 19, 2010, from IEEE Explore: http://ieeexplore.ieee.org/Xplore/login.jsp?url=http%3A%2F%2Fieeexplore.ieee.org%2Fiel5%2F5230479%2F5261733%2F05261890.pdf%3Farnumber%3D5261890&authDecision=-203

Sugars, B. (2010, 1). The Changing Face Of Consumer Values . Retrieved 2 19, 2010, from Action International: http://www.afsd.com.au/article/action/action3a.htm