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What makes you buy a brand (e.g. iphone), a product (e.g an anti-dandruff shampoo) or a service (e.g. an office printer) ?

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Question added by Ashish Mishra , Senior Product Manager , Bovian Healthcare
Date Posted: 2013/05/09
Mary Basiadima
by Mary Basiadima , Head Of Marketing , Pulse Light Clinic

People buy brands like they make friends (as Nichiketa Choudhary has written), just like our friends, brands shape our experiences.
They show up at work, at home, and everywhere in between.
People can build friendships with brands if both the brand and consumer can exchange personal information.
To maintain a friendship with brand need Trust, Influence, Self-Identification, Shared activity and Evolution.

Ghina Said
by Ghina Said , Public Diplomacy and Media Outreach Expert , European Union Delegation to the UAE

Honestly, it all comes down to word of mouth and customer service.

Haytham Tawfik
by Haytham Tawfik , Executive Director , Great Brains PTY LTD

@Ashish Mishra Thanks for your good question If you want to have generalized equation for knowing why do customers buy a certain brand over another one here it is and I will try to simplify it as much as I can: The value that the customer receives must be higher than the competitors offers exist in the market.
So the Customer Value is the difference between the perceived utility of the product or service and the price he pays Then Customer Value= Perceived Utility - Price -------------> (1) The perceived utility doesn't depend only on the functional utility of the product but also it depends on the emotional utility and the social utility as well * The emotional utility of the product is the emotional link between the customer and the brand or the product like being emotionally tied to the Mini Cooper cars * The social utility of the product is the social image of this brand or the prestige associated of the brand like buying Rolex with an incredibly expensive price because it has turned to be jewelery rather than a watch and the social image associated with it So, Perceived Utility= Functional Utility + Social Utility + Emotional Utility ------>(2) These 2 equations summarizes the logic behind the customer decision making process I hope this answer was clear and helpful to you.
Thank you and thanks to all the people participating in this rich discussion.

Houssien Kazbar
by Houssien Kazbar , Warehouse Manager , Fantoni

its the added value that a brand has over another , is what makes a customer to buy brand X rather than brand Y ,since he is either mentally or psychologically convinced that he is getting more out of the brand on various levels than the amount of $ spent

Ashish Mishra
by Ashish Mishra , Senior Product Manager , Bovian Healthcare

Agreeing to what Ms.
Ghina said let me reiterate it -Say you want to buy an office printer - You can buy Brand X as having brand X gives you a social impetus ( wow you use brand X) or 'cos you know X is technically a good product in the market or 'cos X has a great service network .
Generally it should be a mix of all three.
But given / assuming one criterion supercedes and exceeds the other - is there a general categorization wherein you give brand buying / product buying / service buying a priority ? ---- say something like a wrist watch which everyone will see you wearing ; I will go for the best brand I can afford irresepective of it being a chrono, digital, analogue or number of service centres around.

Ioannis Kalapodas
by Ioannis Kalapodas , Sales Manager for Greece & Country Manager for Serbia , Smart Energy Group

The need of them...

Subhranshu Ganguly
by Subhranshu Ganguly , Quality Analyst. , WIPRO

Satisfied customers are said to be the unpaid  advertisers of the brand . If you give good after sales service as promised at the time of the sale the people bying the brand would be loyal to the brand. They would also make their friends and relatives loyal to the brand. Avdertising is needed to make the customers aware of the brand but after that the brand has to perform in terms of utility and after sales service . Other wise if the brand does not live upto its expectation the advertisement could backfire.

Mohammed M Siddiqui
by Mohammed M Siddiqui , Operations Manager , Confidential

Brand is important too because it must have something extraordinary which normal product doesnt offer, but selecting within brand is through some exception quality either being advertise or through word of mouth or have seen any collegue friend using it.

Hiral Mehta
by Hiral Mehta , Sales Officer MENA Region , Korean Air

there are various reason to buy particular Brand or Service- Word of mouth, to maintain status in society & USP feature of that brand or service.

Mohammed Mehdawi
by Mohammed Mehdawi , Marketing Officer , Best AL-yousifi Electronics ( Panasonic )

brand mean a promise, promise the customer to receive a value from buying your product , ask your self why i bought this japanese car? this is the brand screening , more specific why nissan cars ? this is a brand selection, brands represent customer perceptions and feeling about a product or service.

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