IB Design and Technology Evaluation Evaluation and the consumer

Some initial definitions Cost effectiveness is: The most efficient way of designing and producing a product from the manufacturer’s point of view Value for money is: A concept that takes account of the relation between what something (a product) is worth and the cash amount spent on it.

Comparison of price and value If the price is too high there may not be enough potential purchasers. If the price is too high purchasers who can afford the product may be a select few. Consumer may not think the product is value for money if the price is too high.

Comparison of price and value If the price is too low consumers may think the product is too cheap to have much value. Demand for products will establish the maximum price. The costs of production will determine the minimum price. A company may choose to set its price in accordance with the perceived value of a product or in relation to competitors.

The price and value of your evening meal!! Ingredients 30% labour 5% packaging 5% factory and distribution 20% marketing and advertising10% Retailers cost and profit 30% Total100%

Consumer Criteria for Evaluation Consumers apply criteria for evaluation to determine value for money. This occurs: Before Purchase – advertising, manufacturers specification, list price, product image, evaluation by experts and consumer groups.

Purchase Aesthetics Performance Build quality Purchase price

Initial use Actual performance Safety Ease of use

Long term use Reliability Ease of maintenance Durability Running costs. How often have you bought a new gadget based purely on its aesthetic appearance.

Evaluation based on Initial use New Sony Eriksson walkman phone (W800i) Purchase based on evaluation of aesthetics. The evaluation after initial use is the buttons are too small and the batteries dies.

Evaluation of long term use – I pod mini Size – compact Colourful – aesthetics Reliability: battery lasts a long time compared to mobile phone. Durability: Lasts approximately 1 year, battery then becomes unreliable. Ease of maintenance – Simple to maintain and use, just simply re-charge and you can charge while listening to music. Running costs – low, you can recharge in the mains electrical supply or through your computer.

Value Judgements This plays a part in product analysis, and can vary according to: The individual The time (era) Circumstances

Value judgements - Consumers The judgements the consumer makes will differ from those made by the designer. Consumers often value: Utility Security Reliability Rarity Aesthetics

Value judgements - Designer Function Reliability Ease of maintenance

Quality Assurance Means that the consumer does not have to carry out their own research into the quality of the product and components. They have a means of re-dressing if a product fails to meet an expected standard for example, via a guarantee.

Consumer Associations These are independent organisations which carry out tests on products to see if manufacturers claims are justified, and provide published data for consumers. They compare similar products within a target market and recommend the best value-for-money products. www.which.co.uk

www.which.co.uk Using the website research the consumer associations evaluation of digital camera’s. Look at the criteria used for evaluation – How we test. Look at the comparison of products. Which digital camera’s are the top 3.

Educating the consumer. Discuss the contribution of lifestyle programmes, the weekend sections of newspapers and consumer journals and design education in schools when educating the consumer about new products. Are they biased Do they give a fair evaluation Do they target a specific audience.