Explain Why the Concept of Co- Consumers Is So Important

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The Answer is Co- consumers are other patrons that are experiencing the same or similar physical surroundings as the customer. Customers value quality, but when cues of quality are not inherent in the product or service, they will search for other evidence. Part of that evidence will be other customers drawn to the same or similar products or services. Characteristics attributed to the co- consumers will have a tendency to transfer to the product or service. If a customer sees her co- consumers as upper class and exclusionary, for example, she is more likely to think of the service as having the qualities attributed to her perception of class.

Explain Why the Concept of Co- Consumers Is So Important

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