Certain buyers are brand conscious, while some others do not really care about the name of the brand, but what it could deliver and how long it can last. Where do you fall into?
Brand conscious people are loyal to those brands they are accustomed to. They are accustomed to well-known brands which have built their names overtime. S/he would prefer getting a Marc Jacobs shoe to buying a relatively unknown shoe made in Malaysia, even though, the Malaysian brand offers basically the same. Brand consciousness could arise from:
1. Access to information on what’s best in the market.
2. Social status attached to consuming certain brands.
A consumer who knows what’s best in the market is able to ascertain different levels of quality, he can spot what’s superior and inferior, what’s expensive and inexpensive, ethical and unethical, and this is all because of good education, experience and learning overtime. Those who are brand conscious must have had a plethora of experience in buying stuff for a very long time, that they’d determine the quality of even the minutest components found therein a product. When making shopping decisions, s/he would consider the type of fabric used to make a jacket, the grade of leather used to create a handbag or a shoe, the quality of finishing that is acceptable by industrial standards, whether it’s ethical to have deer skin on a shoe or belt. These are the few considerations that might be made.
With social status or class comes a level of expectation from those who are watching you. You wouldn’t want to ride a Kia Rio, if you were the CEO of a financial services firm, when your counterparts across the industry and beyond, go for BMWs, Cadillacs and Mercedes Benz cars. Why wouldn’t you want to be associated with Kia? Because you are conscious of brands that will demean your social class. While you are at it, buy an Ethiopian Airways (I’d take this in a heartbeat) ticket for a flight to London, while your counterparts are flying British Airways and Emirates business class. A brand conscious person is one who goes for the top brands and doesn’t want his/her image tarnished from consuming certain lower cadre brands, while those who are not brand conscious are flexible in their choices, they may go from the scale of Calvin Klein to Primark’s or TK Maxx to Tesco’s in split seconds. As long as the product item delivers to them at that moment, they don’t really mind. Brand conscious people in summary, are inclined to long-term stuff, while those who are not conscious want instant delivery, not necessarily for long-term utility.