Why Are You Buying That?

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In some industry’s I would argue brand loyalty does not exist for the vast majority of people. For these products price is the main reason of choice. In the grocery store I have too many options in front of me, so like any other confused male in their twenty’s in a grocery store, I begin to compare prices and inevitably many of my choices are dictated on which is the cheapest. But a product can look good enough that you will pay a premium just because you perceive it to have more value (this happens a lot).  Many products in the grocery store are sold because of implied value, which creates brand loyalty. Marketing has aided this effort for years, making products seem better than they actually are, just so people would buy.

Alright so you buy Kraft over the no name salad dressing, and you buy Bicks because No Name pickles taste funny (when in fact they taste fine).  Marketing has done a great job building trusted brands for us but I don’t agree with buying a name brand products just so a multi-national company can keep marketing it.  Presidents Choice Cola tastes strikingly similar to Coke Cola but you don’t want to be known as the guy who buys PC brand Cola do you?  Well why not?  It’s cheaper and it tastes like the real thing.

One could argue that the more informed shopper will purchase the generic brands more than big name brands because they understand that the extra cost supports marketing efforts not improving the product.

The next time you’re going for groceries ask yourself, “why am I buying the name brand product.”

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About the Author

Hi, I'm Jeph. I love helping people make smarter business decisions. I help companies stand out. I consult, speak, facilitate and do project work on new marketing strategies (word-of-mouth, customer service, and social media). My consulting company is JephMaystruck.com Research & Consulting. The marketing industry is changing very rapidly and the only way to stay on top of it is by a philosophy of continuous learning. Do you have an information strategy? Are you learning faster than the world is changing? If not, we should talk. Learn more here: http://jephmaystruck.com/marketing-strategy/ Follow me @JephMaystruck

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