“I keep six honest serving-men
(they taught me all I knew)
Their names are What and Why and When
And How and Where and Who”Is the consumer acting responsibly when he/she ignores questions like the following?
- What does a consumer need to learn about new products or product changes? It is a consumer responsibility to ask questions and learn about the quality of products and services.
- Why do consumers ignore instructions? Should a business have a right to expect that consumers make sure they understand how to use products properly?
- Why do consumers ignore readily accessible information? Should a business have a right to expect that consumers read materials provided by sellers concerning the use of products?
- Why do consumers ignore the environmental impact of selected products? Should a business have a right to expect that consumers be sensitive to impact of consumption on the environment?
- When consumers misuse products, who is really at fault? Should a business have a right to expect that consumers to properly use products?
- How do customers make purchases—in ignorance, on impulse? Should a business have a right to expect that consumers be assertive to ensure they receive a fair deal?
- Who are the sellers and why do consumers not check their qualifications? Should a business have a right to expect that consumers to learn about the integrity of sellers?
- …act with sarcasm, anger or hostility?
- …demand much more from the seller than that to which they are entitled?
- …automatically blame the seller or manufacturer?
- …the overly negative portrayal of business people in movies or on television?
- …the consumers’ own lack of knowledge (e.g. the difference between margins and profits)?
- …not recognizing that the overwhelming percentage of products/services consumed have truly delivered need/want satisfying experiences?
- …not being forthright about unmet expectations—who is really at fault for products/services not delivering as promised?