The decision characteristics of private consumers
Private consumers take their decision with nearly 100% on the basis of the visible characteristics of a dish. The unvisible characteristics are minor matters or do not affect their decision at all. Mostly the visible characteristics are influencing their buying decision.
Exempt from this list are precised re-purchases of current production lines! The private consumer consumes incalculable, with different motives for different reasons.
The decision characteristics of commercial consumer
The commercial consumer decides mostly due to invisible characteristics, which he mostly derives through origin, brand or visual inspection.
Thereby the following, invisible characteristics of dish have a little to none impact on buying decisions or are quite naturally assumed:
Exempt from this list are precise re-purchases of current production lines!
This missing knowledge and also defective information by dish providers about their ware are responsible, that the commercial consumer buys a lot of substandard ware. This knowledge about decision characteristics or their amount of unexplained factors are the fundament for the necessity to work out the characteristics of ceramic quality classes. Read more.