The Origin Of Expectations
Consumer expectations can form in quite a number of ways from different sources, such as product quality, competitor comparison, quality of client experience, brand, and even price.
Example: “ this must be very good, because it’s expensive!”
Let’s take Apple as an example: Imagine you had just bought the latest release of Apple’s iphone. Three months after your purchase, Samsung launches a phone with an incredible camera (never seen before zoom function). While you observe that, your expectation is to receive similar or better camera zoom functionality in Apple’s next iphone release. Now let’s assume Samsung didn’t launch anything after your purchase. You would likely still expect for Apple to release a true upgrade from their last released iphone. Why? Because it’s Apple and all their previous iphone releases were just like that. Your expectation built from your previous experience with that brand.
Or let’s compare expectations when buying a new car, a Toyota Corolla versus a Ferrari 812
Superfast. Even though the Toyota Corolla is the most sold car model of all time. When you think Ferrari you expect top end performance of the car, a first class buying experience, limited editions, and you expect all of that to come at a high price. When you think Toyota the expectations are very different, namely mass market family car, fuel efficiency, much lower price, standard model. These expectations for both cars are based on their brand and their history of building cars.
Similar expectations based on brands we find in the fashion industry, where Louis Vuitton is the Ferrari and Marks & Spencer is the Toyota.
Also, where a product is produced can already lead to customer expectations. We expect high-end watches made in Switzerland to be top class watches. The same goes for Swiss chocolate products.