Decoding the marketing flooring industry characteristics.docVIP

 PAGE \* MERGEFORMAT 6 Decoding the marketing flooring industry characteristics ‘To consumers with low interest, high-involvement’ This phrase brilliantly summed up the flooring industry, the basic features. Unfortunately, however, it is precisely this sentence, raising concerns about the characteristics of the flooring industry, marketing, a lot of misreading. Indeed, consumers ‘high involvement’ seems to become very knowledgeable on the floor, the corresponding floor sales also seem to be more from a professional point of view started. However, the fact is that the floor is a highly specialized product, consumers ‘high involvement’ very few opportunities and may become experts, and thus it is difficult, as the real experts from the professional point of recognition as the floor ‘true quality’. Of course, the consumers ‘high involvement’, is not nothing that they could get on the floor of a ‘perceived quality’, and according to this ‘perceived quality’ start purchasing decisions. ‘True quality’ and ‘perceived quality’ As the saying goes: ‘experts more subtle and non-professional watch the fun. ‘From a psychological theory of cognitive structure perspective, it is the floor level and cognitive ability to identify, depending on their existing knowledge structures. Pairs of experts for their knowledge structure contains a lot about the floor of expertise from the professional point of view so they easily screened out of the floor of the ‘true quality’. However, for the layman, the professional information because of obscure and have been mercilessly filtered out, while those by non-professionals it seemed to be dismissive, and even non-professional information scoff, but because of its user-friendly have been accepted and become a layman identify the main basis for the quality of the floor. It is precisely because non-professionals, and lay thinking about the way the issue have gone very differently, so we find that the floor of the eyes of outsiders ‘per