| If you are on the look out for a buyers guide | | | | the consumers; the consumers are looking for |
| before going on your next shopping spree, | | | | more than brochures in the buyers guides. |
| here's something that can help you make a | | | | |
| smarter choice! We all know there are buyers | | | | So what is the choice before the consumer in |
| guides written and compiled by product | | | | the absence of a true buyers guide? Consumers |
| experts that are served along with the | | | | gradually are learning to differentiate |
| newspapers and magazines. You can get a | | | | between biased information and true feedback. |
| buyers guide for buying a new lip color to a | | | | They cannot be just fooled anymore and |
| new car. | | | | already many consumers are turning their back |
| | | | to these sponsored guides. |
| Usually these buyers guides tell you | | | | |
| everything about your new buy and aren't you | | | | Consumers are increasing relying on fellow |
| excited at these when they talk about the | | | | consumers for information about products and |
| best features of a new Nokia phone or a new | | | | services. Gone are the times when a company |
| motorbike that is just launched? There isn't | | | | can form a consumer opinion by clever |
| any doubt that these guides are packed with | | | | advertising and influence buyers to select |
| information and still are very powerful tools | | | | their products. The consumers in the 21st |
| in today's markets. | | | | century have a very powerful tool within |
| | | | their reach and that is internet. |
| Often these guides are compiled by a | | | | |
| publishing house and sponsored by | | | | There are already hundreds of blogs which |
| manufacturer of products for which the guides | | | | anyone can access and these online journals |
| are meant for. But let's keep in mind that | | | | tell us the real consumer experience about |
| most of the time these guides are nothing | | | | products and services. They also narrate the |
| short of adverts in disguise. | | | | harrowing experience that some consumers had |
| | | | to face due to unscrupulous companies and or |
| There are several compelling reasons for | | | | inferior products. |
| these buyers guides to mimic an | | | | |
| advertisement. One is most of the time the | | | | The information is voluntary and not paid for |
| guides are sponsored directly or indirectly | | | | and so people perceive them as authentic as |
| (through advertisements) by product | | | | compared to the adverts. There are positive |
| manufactures and so the authors cannot really | | | | feedbacks too which are actually |
| write against the products and therefore have | | | | recommendations and consumers are taking cues |
| to toe the line of the manufacturers. | | | | and choosing smartly. |
| | | | |
| And since there is no way that the primary | | | | But the battle against biased information |
| players of the buying and selling game, i.e. | | | | that seek to influence and misguide consumers |
| the buyer, manufacturer or an existing | | | | can only be won if there is a larger |
| consumer of the product can interact it | | | | participation. It is time for consumer action |
| becomes basically a one-way conversation | | | | that makes sure consumers reclaim their |
| where the buyer gets to hear all good things | | | | rights and their voices are heard. Also they |
| about the product. This is more of a biased | | | | deserve timely action as they are tired of |
| representation of the products which it | | | | the slow and often ineffective consumer |
| features and in most cases the authors of the | | | | forums that have a very poor record in India. |
| guides are the company representatives or | | | | |
| other hired people having an interest in | | | | In the backdrop of a weak consumer rights |
| promotion of the product. | | | | protection system and many vested interests |
| | | | only consumers can help fellow consumers and |
| Appropriately a buyers guide, as the name | | | | they can do so without spending any money or |
| suggests should be buyer or consumer-centric | | | | much effort. There are already few websites |
| and primarily cater to the betterment of the | | | | available where a consumer can find out |
| consumers. If we think hard, we would know | | | | feedbacks about a product and also write a |
| that customer satisfaction goes a long way to | | | | review for others to read. But again |
| strengthen the business. So a true buyers | | | | discretion should be applied as some of the |
| guide will not only help the consumers but | | | | websites contain many bogus reviews and also |
| also the manufacturer of the products in the | | | | paid inserts. |
| long run. | | | | |
| | | | Consumer blogs are also very good source of |
| Once a buyer criticizes a product it actually | | | | unbiased and authentic information. The best |
| presents an opportunity for the manufacturer | | | | part is that a consumer can also interact |
| or the sellers to rectify that defect or | | | | with the author and can ask specific |
| lacuna or respond to the changing taste of | | | | questions before making a buy decision. |
| the consumers. But unfortunately such buyers | | | | |
| guides are not abundant in circulation and | | | | So if you are a smart consumer better listen |
| still the vast majorities are the one-way | | | | to your folks than an expert when you want to |
| communication types where reporters and paid | | | | buy a product next time. Don't worry too much |
| experts write a product review more as a part | | | | about the experts, you can be an expert |
| of a business deal than a critical review. | | | | overnight and all you just need is to write |
| Probably the authors and publishers of the | | | | product reviews which are eagerly waited by |
| buyers guide failed to realize the need of | | | | other consumers who want to read them. |