To maintain sales, even an old highly successful company such as Kodak must invest in product development and management. Consumers will not continue to buy products that are outdated, particularly in the realm of electronics. To stay on the cutting edge, Kodak has paid close attention to consumer’s needs, even if consumers aren’t yet aware of them. This means occasionally introducing a product that may have low sales because it is ahead of its time. At Kodak, consumer confidence is linked to trusting Kodak’s technical abilities, product usability, and up-to-date merchandise.
1. What attributes of consumers’ decision-making process does Kodak rely on?
2. What other attributes are necessary for a customer to actually make a purchase?