売り手が、「安い！」「本当に良い製品だ」と思っていても、顧客がどう感じるかによってその価値は変わる。
人はモノを買う際、その製品・サービス・企業に対して何らかの価値をイメージする。
そして、それを買う事で得られる価値とコストを比べてメリットがある、と判断した時に「買う」のです。そこには「期待」がある。そしてモノを買った後、人は必ず良い買い物だったかどうか「期待」に応えてくれたかどうか評価する。期待を裏切られたと感じた時、顧客は幻滅、怒る、或いはショックを受け、CDから離れていく。
Even if the seller thinks of his products as "low price" or "very good product," the value of the product changes based on what the customers think.
When a person considers buying a product, he images some kind of a value of the product, service, or company.
When he can judge that the value he can get is larger than the cost he needs to pay, he would "buy" the product. There is "expectation" there, and after purchasing, the person will certainly evaluate if his decision to buy was right by evaluating if the product lived up to his "expectation."
When it falls short of his expectations, the customer would be dismayed, angered, or shocked, and he would draw away from CDs.
