What Customers Really Want

What Customers Really Want

Ebook download: What Customers Really Want

Author: Erkki Leppänen
Publisher: Klaava Media
Published: September 2014
ISBN:
978-952-7074-16-9 (Amazon Kindle)
978-952-7074-18-3 (Apple ibooks)
978-952-7074-17-6 (EPUB)

Large cover image.

It is against human nature to do something that does not feel good. Buying certain products and services makes us feel happy, respected, beautiful and successful. A consumer inside all of us actively seeks pleasure and avoids displeasure.

Pleasant experiences have been an important part of the economy for thousands of years. In ancient Rome, the Emperor kept citizens calm by offering people circus entertainment. Concerts and theater performances have always been a key part of the experience economy. In today’s England a person can earn the title Sir (for instance, Sir Paul McCartney) by performing entertaining popular music.

Some consumers have an insatiable desire for pleasant experiences, making the markets for products and services that allow instant gratification practically unlimited. For the most part, consumers are not aware of the real reasons that led to their purchases. Instead, consumers rationalize their purchases.

The purpose of this book is to explain why individuals seek good feeling from instant gratification and what it means for enterprises. The book also shows what marketers can learn from consumers’ tendency to seek good feeling.

Erkki Leppänen is a marketing expert who has worked for enterprises and institutions across the world. He has authored a number of sales and marketing guidebooks.

Download free sample chapters

Download sample chapters in EPUB format. Kindle owners can read sample pages on Amazon (follow the links below).

Purchase the ebook

What Customers Really Want is available at the following bookstores:

Amazon.com
Amazon.co.uk
and other Amazon Kindle Stores across the world.
Apple iBooks
Barnes&Noble
Elisa Kirja
Ellibs
Google Play Books
Kobo
Adlibris

Contents

Introduction
What Customers Really Want
Seek Pleasure and Avoid Pain
Customers Don’t Know What They Want
The Good Feeling
Creating Emotional Bonus
Perception of Reality
Instant vs. Delayed Gratification
Customer’s High Time Preference
Patience Has Its Benefits
Extroverted and Introverted People
Ego Depletion
Instant Gratification and Money
Retail Therapy
Emotional Bonus
The Experience Business
Competing with Experiences
Actions for Marketers
1. Keep It Simple
2. Reinforce Customers’ Habits and Create New Ones
3. Persuade, Don’t Convince
4. Improve Customer Service
5. Let Customers Entertain One Another
Bibliography and References
Online References


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