After-sales service: The unreviewable element that makes buying decisions a matter of luck

Mar 22 2014, 12:09 IST
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The question about after-sales support is answered on the basis of anecdotes and personal experiences The question about after-sales support is answered on the basis of anecdotes and personal experiences
SummaryWhat do we do when faced with a new entrant. Would you buy it over a more well-known brand?

Pleased. Terrible. Notorious. Improved. Not one of those words has any quantifiable unit or any universal meaning. What they represent is going to be subjective. Yet this is the feedback we rely on when making a decision about what to buy.

Invariably, it leaves us so confused that we turn to flawed transitivity: bigger is better. ďIf HTC is a bigger and more well-known brand than Karbonn, then that must mean HTC has better service than Karbonn.Ē Itís not always wrong, mind you, but there is no evidence to support that it is right.

And full confession: as a tech reviewer, I rely on the same flawed data and the same flawed logic to suggest buying a bigger brand over an unknown one. Because bigger brands are more familiar to us through advertising and other marketing exercises, we naturally tend to find them more familiar and, because of that, more trustworthy. Itís human to do that.

At This Point, Itís All About Luck

So what do we do when faced with a new entrant in the mobile space, like Atom Mobiles? The new Atom Supremus is a pretty good phone, but at Rs. 17,000, would you buy it over a more well-known brand like Samsung or even Micromax?

The answer to that question is all about your risk-taking ability. We think big brands reduce risk and small brands increase risk, so depending on how much value Rs. 17,000 holds for you, you will either take or abstain from that risk. We try to understand that risk better by reading a review of the phone, or researching the company selling it, or reading customer feedback on e-commerce sites, or checking sites decidedly about product feedback. But all of these still donít give an honest pictureóat best, itís an educated guess, and thatís if youíre lucky.

In a nutshell, your buying decision is not about the actual merit of the phone against a competitor, itís about the perceived legitimacy of the brand and the unquantifiable, intangible, unexplainable risk quotient you are comfortable with. Thereís nothing wrong with that, and thereís no foreseeable solution on the horizon. But recognizing and admitting the flaw in the buying system is perhaps the first step in being a better buyer.

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