Brand Loyalty; possible?
Posted on July 30th, 2008 in youth, youth marketing |
For a consumer to be loyal to a brand, the consumer must connect with it at an emotional level. If the response to a brand is driven purely by rational evaluations, loyalty if exhibited, is spurious. A switch is imminent, and will happen as and when a competing brand scores over the present one, on parameters important to the consumer.
An emotional connection is a result of a higher level of involvement on the part of the consumer with the category in question. The intensity of decision making involved could be as a result of a higher level of cognition employed. Once a brand is chosen post evaluations, ie., purchased, and should it 'connect', loyalty in all probability will follow.
Coming to Soft drinks, in India, there could be a set of consumers who connect with the brands available, at an emotional level. Maybe its the GenXers taking to what Pepsi projects itself as. Pepsi's youthful image may resonate well with the youth, which may then translate into purchases. As long as Pepsi reinforces that image, brand loyalty will be sustained.
But then again, there could another set of consumers, me included, who see 'Youngistaan' as the corniest idea there ever is, therefore are unmoved, therefore are not loyal. Also, don't discount the fact there could still be another set who are loyal to a cluster of brands, not just one, that may even include competing brands.
An emotional connection is a result of a higher level of involvement on the part of the consumer with the category in question. The intensity of decision making involved could be as a result of a higher level of cognition employed. Once a brand is chosen post evaluations, ie., purchased, and should it 'connect', loyalty in all probability will follow.
Coming to Soft drinks, in India, there could be a set of consumers who connect with the brands available, at an emotional level. Maybe its the GenXers taking to what Pepsi projects itself as. Pepsi's youthful image may resonate well with the youth, which may then translate into purchases. As long as Pepsi reinforces that image, brand loyalty will be sustained.
But then again, there could another set of consumers, me included, who see 'Youngistaan' as the corniest idea there ever is, therefore are unmoved, therefore are not loyal. Also, don't discount the fact there could still be another set who are loyal to a cluster of brands, not just one, that may even include competing brands.
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