Suppose that last week you visited Dunkin Donuts for a large coffee on your way to campus. The cashier explained that if you go to the link printed on your receipt and answer the survey, you can receive a free donut. Does everyone who receives a link on their receipt get the free donut? No, because some customers will be unwilling to overcome the hurdle. fluctuating prices quantity discount bundling haggling alternative versions and timing extra hassle, bad service, and imperfect goods
The Correct Answer and Explanation is:
The correct answer is: No, because some customers will be unwilling to overcome the hurdle.
In marketing, this is often referred to as a “hurdle” or “friction” that prevents customers from completing a task. The key idea here is that although the free donut is technically available to anyone who completes the survey, not all customers will be motivated enough to take the required steps. This can be due to factors such as:
- Extra hassle: Taking the time to visit the link, fill out the survey, and possibly provide personal information may be perceived as inconvenient or not worth the reward by some customers.
- Bad service: If the customer did not have a positive experience with their coffee or the service at Dunkin’ Donuts, they may feel less inclined to engage with the survey, regardless of the free donut offer.
- Imperfect goods: If the quality of the product (coffee in this case) was subpar, the customer may be frustrated and may not take the time to fill out the survey, even if the free donut is tempting.
In these types of scenarios, businesses use the survey as a way to engage customers and gain valuable feedback, but the “free donut” offer is not guaranteed for everyone who receives the receipt. Customers who face the hurdles (inconvenience, bad service, or dissatisfaction) are less likely to follow through and complete the survey. Thus, not everyone will receive the donut.
The idea behind these promotions is that some customers will still find value in the offer, but the hurdles act as a filtering mechanism.
