While I was on my trip I had some time to think about branding, advertising and being a consumer.
Okay so advertisers want malleable young folks so that they can hook them for life. But do they really get hooked. When I shop, of the over a hundred products I buy every week only about ten do I actively search out a specific brand. When we move sometimes that brand isn't available. (Anyone know of a good crab cake mix? Because this place doesn't have the one used at the last place.) Then there are about fifty items that I tend to purchase the same brand because I know it tends to be the least expensive brand and I can quickly just grab it. Those fifty get reset every time we move. Every time I walk into a new grocery store my shopping habits change.
Our society is much more transient then it was back in the seventies when this whole system was developed. I'm not sure branding for life is an achievable goal any longer. I think their model is making some assumptions that are no longer true.
I understand that logic, but for the most part people are creatures of habit. If you like McDonald's in Tulsa, you will in Buffalo. If you used Tide in Bethesda, you'll use it in Phoenix. I think specialty items, such as crab cake mixes, are not part of the staple of repetitive purchase. So, you may tend to experiment more with brands. If by transient you mean nomad, then I think you'll find any deal under the sun if it's cheap enough because cost becomes the bottom line and not quality. We're not a nomadic society however. If you and others do buy items that fluctuate in brands or costs or size based on what's best at that given moment, I'll acknowledge that. A broken clock is right twice a day, correct? I think that although Chicago can have snow in June, the over/under would not be in that favor. Same with consumer spending.
But I firmly believe that when we are going through an economic crisis as we are right now, people are gravitating to whatever is the best value. They'll buy generic over brand. Find 2 for 1 deals on something they necessarily wouldn't buy in the past. Shop at Costco or Sam's Club instead of Jewel or Vons. So although people are creatures of habit and will always seek out their chosen brand or item first, when times are really bad, they'll go with what's cheaper.
I would tend to agree with that theory Jim. I think the major items that are marketed throughout the country people will be able to buy them just about anywhere. There are some things I wouldn't buy generic when in an economic crunch...laundry detergent being one of them.
Kim
Jim Wrote:I understand that logic, but for the most part people are creatures of habit. If you like McDonald's in Tulsa, you will in Buffalo.
But did you go to the McDonald's because you liked it or because it was on the corner on the way to work. (And then there’s that whole English Muffin/Biscuit thing. LOL) We (the my husband and I, “we”) change the restaurants we frequent every time we move, even when the same restaurant brand exists in the new town. (We even reminisce about them. LOL)
Jim Wrote:If you used Tide in Bethesda, you'll use it in Phoenix.
You're right, but that only makes up about 10% of my purchases. The rest of the products that I buy repetitively I do so because of where they are on the grocery shelves. (They moved the OJ last week. I bought whatever brand was in the same spot.)
Jim Wrote:If by transient you mean nomad, then I think you'll find any deal under the sun if it's cheap enough because cost becomes the bottom line and not quality. We're not a nomadic society however.
Our society isn’t nomadic but it is are far more transient then it was twenty years ago. This decreases brand loyalty. Some brands don't even exist on the opposite coast.
Jim Wrote:If you and others do buy items that fluctuate in brands or costs or size based on what's best at that given moment, I'll acknowledge that.
I don’t re-evaluate weekly but I do every time I move. On the west coast we ate Muller’s pasta. For whatever reason it is more expensive here so we use the stuff in the blue and red box, I don’t even know the name of it. I no longer compare prices, I grab the familiar box. When we move again, I’ll re-evaluate.
Jim Wrote:But I firmly believe that when we are going through an economic crisis as we are right now, people are gravitating to whatever is the best value. They'll buy generic over brand. Find 2 for 1 deals on something they necessarily wouldn't buy in the past. Shop at Costco or Sam's Club instead of Jewel or Vons.
I don’t shop at Jewel or Vons or Ralph’s, Star, Stop and Shop, Winn Dixie, Publix, Albertson’s, Shaws, IGA or Kroger’s. Why? Because they don’t exist here! Now interestingly enough Costco and Sam’s are everywhere. Are people using these stores in part because they are more universal? Hmmm? Of course in San Diego we used to shop at Costco all the time, it was across the street. I haven’t been to a Costco since, go figure.
I guess my point is I think it is impractical for producers to expect to be able to get a consumer for life, no matter how pliable the 18-35 set are. As we move through different stages of life and different locations our needs change and there are far too many options.
Kim Wrote:I would tend to agree with that theory Jim. I think the major items that are marketed throughout the country people will be able to buy them just about anywhere. There are some things I wouldn't buy generic when in an economic crunch...laundry detergent being one of them.
Kim
I agree but ultimately items for which I seek out a specific brand make up only about 10% of my purchases. And even those aren't "sacred." I used the same trashbags for 15 years. I had a brand that I really liked. We moved, got a new trash can, the old bags didn't work. Now I have a new brand.
Brand loyalty in today's scenario is not possible
when i go to store I look for items which are cheaper but good in quality
I dont mind changing from Colgate to close up from time to time
to diff washing powder.
I have seen peole who were used to one bran dnow change it as they have more option which was not before