Consumers’ selection paradigm is look- and feeling-oriented other than function in modern society. Therefore, both function and appearance should be focused in marketing activity to reduce the market uncertainty.
In response to these market conditions, companies are constantly paid attention
to changing consumers and market trends for better prediction. Prediction
accompanies uncertainty and high risk as Kotler said,
“The prediction is like that were driving with closed eyes according to her/his instructions in the back seat.“