A Study on Consumer insecurities and fears in select product categories using Verbal Protocol Analysis

Abstract

Understanding of consumer negative perceptions, fears, inhibitions, and anxieties is one of the critical aspects of consumer buying behavior. Increasing consumer expectations, discerning customers, competition, nature of product/ service etc enjoin the marketers to up the ante. Apprehensions are not openly, expressed with respect to financial, functional risk etc., Customers may experience certain anxieties or negative feelings during pre and post purchase stages. These have profound influence on purchase decision and also are part of the consumer evaluation process. It becomes imperative for the marketer to change negative perceptions, attitudes, overcome inhibitions or allay consumer fears, reduce dissonance and consumer guilt. Some of the feelings may be factual or imaginary and justified / unjustified. Marketers need to be apologetic and address the problems to salvage the image and gain consumer confidence. Marketers also need to understand the consumer’s preferences and fear...