Source: Janis Crow, instructor of marketing at K-State
REPORT: 1 Wrap
You have selected a report about the importance of understanding unstructured decision-making. The wrap and sound bite follow in 3,2,1.
WRAP 1: An expert in decision-making at K-State expects a big increase in online retail customized products.
TIME: 60 Seconds
SUGGESTED INTRO: MORE AND MORE ITEMS ARE NOW BEING OFFERED TO CONSUMERS ONLINE, AND AN EXPERT IN DECISION-MAKING AT K-STATE SAYS THERE HAS BEEN AN INCREASE IN COMPANIES THAT ARE OFFERING CUSTOMIZED PRODUCTS FOR SALE OVER THE INTERNET. LANICE THOMSON REPORTS. . . .
CONSUMERS ARE PURCHASING ITEMS ONLINE IN LARGE NUMBERS. JANIS CROW, INSTRUCTOR OF MARKETING AT K-STATE, SAYS SHES SEEING A LARGE GROWTH IN SPECIFIC INDUSTRIES THAT ARE INTERESTED IN SELLING THEIR PRODUCTS OVER THE INTERNET, AND MANY OF THESE COMPANIES ARE OFFERING CUSTOMIZED PRODUCTS. CROW NOTES SHE EXPECTS EVEN MORE BUSINESSES WILL OFFER CUSTOMIZATION IN THE FUTURE, AND SAYS ITS IMPORTANT TO FIND OUT HOW CONSUMERS MAKE THOSE UNSTRUCTURED DECISIONS ONLINE. . .
(Crow :31 Dell Computers is the company that is most commonly thought of but there are other industries that are picking this up. Its estimated that within a short period of time, about 20% of companies will be offering some type of customization, so theres a growth in this area. The key thing, why this is important, is because we do know there are some things that can interfere with the decision process -- that people are going to be less satisfied, less likely to go through the process.
LANICE THOMSON, KANSAS STATE UNIVERSITY.