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LO STRAPOTERE DEI CLIENTI

Sono in molti a pensare che la gente decide di acquistare questo o quel servizio perchè ne ha bisogno. Era così ai primordi del marketing. Oggi non più. L’opulenza dell’offerta di beni e di servizi nonchè la Grande Crisi di questi anni  hanno fatto evolvere gli acquirenti al punto da conferire loro un potere di scelta mai posseduto prima d’ora. In quealche caso è diventato addirittura strapotere.

Già molti anni orsono Giampaolo Frabris parlò di autonomia di giudizio dei consumatori.

Ogni acquirente acquista sulla base di ipotesi di aspettative che si è costruito. Tali ipotesi sono la premessa per decidere se acquistare questo o quel prodotto, questo o quel servizio. Esse preludono alla realizzazione di prospettive che l’acquirente si è creato per c onto proprio.

Le prospettive rappresentano la previsione che questo o quel tale acquisto soddiferanno le proprie aspettative meglio di altre.

Se decide di acquistare uno Swatch dapprima  mette a fuoco le proprie aspettative, poi seleziona il modo di acquistare, se on line o in modo tradizionale, poi  sceglie il tipo di Swatch più adatto per lui.

E’ quasi certo che lo specifico acquirente abbia formulato dapprima delle ipotesi di aspettative per poi scegliere come acquistare lo specifico tipo di Swatch.

Il tipo di Swatch identificato sarà stato scelto perchè lo stesso acquirente ha ipotizzato che si intonasse al colore della propria pelle, oppure che si adattasse al proprio abbigliamento.

Di fatto l’acquirente  più che uno Swatch ha acquistato la prospettiva di soddifare proprie aspettative estetiche. Non solo, ma non si sarà nemmeno domandato se segni l’ora in modo esatto oppure no.

A queste stesse conclusioni si giunge se l’acquisto fosse consistito in un sistema hi-fi o in un cellulare ultima serie o di un capannone industriale. Cambieranno le aspettative, ma sempre di aspettative si tratta.

Ecco perchè il cliente è evoluto sino ad acquisire un potere di scelta mai raggiunto sinora.

Da questo momento per l’acquirente comincia l’analisi esperienziale. Dalla misura della soddisfazione delle proprie aspettative dipenderà il suo grado di soddisfazione. L’empirismo, ossia la sperimentazione del processo d’acquisto e della fruizione, sono le componenti che concorrono a statbilire la misura di tale soddisfazione.

Tale soddifaszione rimarrà sempre e solo soggettiva in quanto dipenderà dalla tipologia di acquirente. Essa includerà non solo l’acquisto in sé e per sé, ma anche il servizio, i valori, le prestazioni. Ancorché soggettivo il giudizio sarà pur sempre globale.

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