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22
Feb
For Better or Worse
By Dan 8 Comments
Loyalty these days is priceless, we know it personally and brands sure know it in the world of business.
So what makes a consumer brand loyal, if indeed 'loyalty' is actually the word?
Are they as brand loyal as they once were, given the belt tightening financial climate? Or is that particular looming factor making us scrutinise our receipts a little more?
"We rarely are referred to as "creatures of loyalty," but constantly are called "creatures of habit." Our choices reflect this. Our choices become our habits, and our habits comfort us; they bring the illusion of order to our messy lives." Harry Beckwith 25.01.11.
So if it is indeed a habitual characteristic fuelled by fuller pockets and the western, customary need for comfort in our everyday lives, then it would be interesting to know what makes consumers choose the often more expensive brands even when times are tight.
Whilst musing over this, I asked myself the question 'Am I a brand loyal consumer?' Running over what we buy as a family overall it seems not. I am what is classed a deal seeker – a consumer the likes of Tesco prey on. I search for yellow price marks, percentage marks and BOGOFS. Don't get me wrong, I still like the big brands and their perceived better quality, but only at a good price or in a supposed good deal. I don't buy the same week in, week out regardless of the cost – I like brands to challenge my buying choice. For instance, why should I buy Persil this week when Ariel is 30% cheaper? They are both seen as leaders in their marketplace, so what's the point with sticking with Persil? I am sure people will disagree and like the confidence that goes with buying the same brand.
So is it that the big brands are habitually ingrained into our lives through years of advertising and marketing focus, or do they actually offer what they promise? A better product, something you can trust, rely on and be proud of? In some cases, yes most definitely, in others you are paying for the name before the quality of product. Heinz for instance have created a campaign encompassing brand loyalty with "It has to be Heinz" which insinuates that other brands are indeed inferior. Yet in reflection to Heinz's campaign, the Aldi's advertising campaign running at the moment concentrates on the perceived quality difference between the top brands and their own lesser known labels and pinpoints the main issue as cost not a difference in quality.
Product and brand association, does breed a sense of achievement and comfort in a commodity driven world, yet in this financial climate 'price', for the most part is the burning issue – isn't it? In my opinion brand loyalty is over indulged and if we all were a little less reliant on our buying habits we would probably all get better, cheaper deals in the long run!
What brand products are you loyal to and why?
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Dan Says:
24th February 2012
Yes, products that you believe enhance performance is another matter, as you purchase for them for a long term reason and cost significantly more than a weekly consumable. Be it a make of car, golf clubs, a musical instrument or in my case cricket bat make! You could deem them as a long term investment where price is reflected by the quality, innovation and experience.
That's not to say that idea can't be applied to products we buy in grocery, but there is more flexibility; if the orange squash you choose one week doesn't sit right, you can always go back to the tried and trusted. It's a bit different i suppose in terms of a car choice or indeed a fishing rod.
Alex Says:
22nd February 2012
Share your views Dan, particularly with FMCG. About 2 years ago I discovered Lidl too - it's good enough for my discerning German friends, so it's definitely good enough for me (plus they seem to have a lack of 'brands' where they live as well).
I really struggled to think of FMCG that my family is loyal to, but I did come up with Robinson's (Squash), Fairy Non-Bio and Soreen (Fruity malt loaf) and the reasons these always form part of our shopping is Quality and Trust plus they do seem to have consistent offers in Sainsburys. Like you, other brands I can switch with ease - probably wouldn't be able to tell the difference between Kingsmill and Hovis anyway!
Where I am really loyal is the brands I stick too whilst following my personal pursuits. Whether it's Yonex with badminton gear or Nash with my fishing stuff, I know they are good kit, will rarely let me down and I really don't want anything else. I just have to save a bit harder to get them.