If you’re looking for a buyer’s guide before you go shopping, here’s something that can help you make a smarter decision. We all know that there are expertly written and compiled buyer’s guides on products that are served alongside newspapers and magazines. You can get a buyers guide to buying a new lip color for a new car. Usually these buyers guides tell you all about your new purchase and don’t you get excited when they talk about the best features of a new Nokia phone or a new motorcycle that has just been launched? There is no doubt that these guides are packed with information and remain very powerful tools in today’s markets. These guides are often compiled by a publisher and sponsored by the manufacturer of the products for which they are intended. But let’s keep in mind that most of the time these guides are advertisements in disguise.
There are several compelling reasons for these buyer’s guides to mimic an advertisement. One is that most of the time the guides are sponsored directly or indirectly (through advertisements) by the product manufacturers, so the authors cannot write against the products and therefore have to follow the manufacturers line. And since there is no way that the main players of the buy and sell game, that is, the buyer, the manufacturer, or an existing consumer of the product can interact, it basically becomes a one-way conversation in which the buyer can hear all the good things about the product. product. This is more of a skewed representation of the products you present and, in most cases, the authors of the guides are the representatives of the company or other contracted individuals who have an interest in promoting the product.
Appropriately, a buyer’s guide, as the name suggests, should focus on the buyer or consumer, and primarily cater to the betterment of consumers. If we think about it, we would know that customer satisfaction goes a long way to strengthening the business. Therefore, a true buyer’s guide will not only help consumers but also the manufacturer of the products in the long term. Once a buyer criticizes a product, it actually presents an opportunity for the manufacturer or sellers to rectify that defect or loophole or respond to changing consumer tastes. But unfortunately, these buyer’s guides are rare in circulation and still the vast majority are the types of one-way communication where paid reporters and experts write a product review more as part of a business deal than a critical review. The authors and editors of the buyers guide probably did not realize the need of the consumers; Consumers are looking for more than brochures in buyer’s guides.
So what is the consumer choice in the absence of a true buyer’s guide? Consumers are gradually learning to differentiate between biased information and true feedback. They can no longer be simply fooled and already many consumers are turning their backs on these sponsored guides. They increasingly rely on other consumers for information about products and services. Gone are the days when a business could form consumer opinion through smart advertising and influence shoppers to select its products. Consumers of the 21st century have a very powerful tool at their fingertips: the internet. There are already hundreds of blogs that anyone can access and these online newspapers tell us about the real consumer experience of products and services. They also narrate the harrowing experience some consumers had to face due to unscrupulous companies and / or inferior products. The information is voluntary and is not paid for, which is why people perceive it as authentic compared to advertisements. There are also positive reviews that are actually recommendations and consumers are taking cues and choosing wisely.
But the battle against biased information that seeks to influence and mislead consumers can only be won if there is greater participation. It is time for consumers to take action to ensure that consumers claim their rights and their voices are heard. They also deserve timely action as they are tired of the slow and often ineffective consumer forums that have a very poor track record in India. In the context of a weak consumer rights protection system and many vested interests, only consumers can help other consumers and they can do so without spending money or much effort. Few websites are already available where a consumer can find reviews on a product and also write a review for others to read. But again, discretion should be applied as some of the websites contain a lot of fake reviews and paid inserts as well. Consumer blogs are also a very good source of unbiased and authentic information. The best part is that a consumer can also interact with the author and can ask specific questions before making a purchase decision. So if you are a smart consumer, you better listen to your people than an expert when you want to buy a product next time. Don’t worry too much about the experts, you can be an overnight expert and all you need to do is write product reviews that other consumers are eagerly waiting to read.