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Yuwang mobile Inc. is a mobile manufacturer, china based company. Company has initiated an exploratory research on buying process, that how one individual is taking decision while “evaluating the alternatives” of the same product with different name and attributes. The research question was “what are those factors which are affecting the preferences of customer, while evaluating the alternatives”. In this research, team of researcher were experimenting different markets and tried different market conditions, to develop some solid ground to investigate further. During this preliminary investigation, research finds some new dimensions. One of them is the transition of ‘real place’ of market into ‘online space’. Second one is true and appropriate information, which is expensive, and people do not want to invest money on it.
Being the student of business ethics we know that there are two approaches which are widely used in the discussion of marketing ethics and consumer protection. One is Market approach and second is Consumer approach. Critics to the market approach respond that the benefits of free markets are obtained only when the markets have all of the seven defining characteristics:
1. There are numerous buyers and sellers
2. Everyone can freely enter and exit the market
3. Everyone has full and perfect information
4. All goods in the market are exactly similar
5. There are no external costs
6. All buyers and sellers are rational utility maximizers
7. The market is unregulated
Critics of the market approach to consumer issues argue that these characteristics are absent in consumer markets. But still we have several hurdles in exploring different ways of information gathering.
Being the student of business studies, suggests two solutions for the above stated problems for Yuwang Inc. due to which consumers are not able to get the right, appropriate and reliable information? Elaborate your arguments with the help of example.
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