Oct vi ,2014 could possess got been a historical solar daytime for Flipkart but inward reality, that solar daytime proved to live on to a greater extent than of a PR nightmare than a marketing success. It may live on truthful that on that day, the companionship would possess got emptied its inventory of many products but at the cost of a lot of goodwill .
The huge hype created yesteryear Flipkart in addition to the subsequent backlash forces us to refresh unopen to basics inward managing expectations.
One of the classic theories related to expectation in addition to subsequent satisfaction is Expectation-Confirmation Theory ( ECT) . The theory is no rocket scientific discipline . It only states that during the pre-purchase stage, the consumer forms expectations either yesteryear the witting human activity of the marketer or through other means. After the buy or service encounter, the consumer's satisfaction is decided on the perceived functioning of whether the master copy expectations are confirmed.
Because of the equity established yesteryear Flipkart, the consumers expected that on that day
- They would acquire a fair cope .
- The site would operate perfectly.
- Orders would live on fulfilled.
- Deal would live on fair.
Getting a big cope is a game. Consumers know that in addition to wouldn't hear if the cope is taken yesteryear soul else - its a competition. That's why for many consumers, getting discounts is an ego-satisfying process. But when at that topographic point are word close toll tampering in addition to deliberate toll increases preempting the sale, the lawsuit of fairness becomes dominant. It's hither that Flipkart got the stick. Consumers were furious non because they didn't acquire the deal, they felt cheated because of the fairness- factor.
Here Flipkart only took the billion solar daytime offering to stratospheric levels that fifty-fifty to the best of the intentions, it cannot live on matched. Then inward reality the entire sale became a nightmare.
The lessons learned has to live on that marketers postulate to gear upwards realistic expectations ( mutual feel !). But unopen to times mutual feel postulate to live on emphasized.
