Дмитрий Дубилет

Записки студента MBA Лондонской Бизнес Школы

Дмитрий Дубилет  02.05.2010 13:49:11

Коварная маркетология

Хочу поделиться отличным примером того, насколько могут быть иррациональными потребители в восприятии продуктов, и как этим могут пользоваться коварные маркетологи.

В США недавно провели исследование, в рамках которого у американцев спрашивали, какая из трех наиболее популярных в стране сосательных таблеток против боли в горле более эффективна. Реальная эффективность всех таблеток была примерно одинаковой, упаковки ничем особо не отличались, цены, рекламные бюджеты, дистрибьюция, отношение со стороны докторов - все было на более-менее одинаковом уровне для всех трех продуктов.

И, тем не менее, одна из таблеток воспринималась на 20-30% более эффективной, чем другие две. "Как вы считаете, почему?" - озадачил профессор наш класс.

На то, чтобы найти ответ, у нас ушло минут 7. Оказалось, что, по сравнению с конкурентами, таблетка-победитель обладала гораздо более резким вкусом. Силу вкуса ("ядерность") потребители невольно ассоциировали с ее эффективностью.

Если задуматься, то такие примеры можно найти сплошь и рядом, когда мы делаем выводы о качестве продукта по каким-то признакам, которые на самом деле могут не иметь никакого отношения к его фактическому качеству.

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