More thoughts on what happens when a customer confronts a purchase decision that involves making a choice between brands which are perceived to be similar. I think if it is a high purchase decision like a consumer durable, and the consumer has some time at his disposal, he will wait till he has a chance to interact with the brand outside the buying context. Say in an exhibition or some other place and this contact with the brand helps him in deciding for or against the brand.
In the same context because the brands seem comparable the consumer falls back on non-rational means of decision-making, like may be look into things like country-of-origin of the brands and other issues which he would not normally look into, if he the brands are clearly differentiated in his mind.
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More thoughts on what happens when a customer confronts a purchase decision that involves making a choice between brands which are perceived to be similar. I think if it is a high purchase decision like a consumer durable, and the consumer has some time at his disposal, he will wait till he has a chance to interact with the brand outside the buying context. Say in an exhibition or some other place and this contact with the brand helps him in deciding for or against the brand.
In the same context because the brands seem comparable the consumer falls back on non-rational means of decision-making, like may be look into things like country-of-origin of the brands and other issues which he would not normally look into, if he the brands are clearly differentiated in his mind.
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