When old habits die hard

Abstract

How routine helps position a brand, and how old associations can be sustained even as it talks to newer consumers. Since time immemorial man has been a slave to habit. Neale Martin in his book Habits makes contemporary references to habits of consumers important to marketers. In an emerging market such as India with diverse cultural habits, insights into habits can provide valuable triggers to brand managers. The power of habits is that they are recognised more at the subconscious level than at the conscious level. Gerald Zaltman's research reflects that consumers get 95 per cent of their inputs for decision-making from the subconscious. Brands that become a part of consumers' habits in any sphere of their life are likely to enjoy a high degree of brand loyalty. Read more at: https://www.thehindubusinessline.com/catalyst/when-old-habits-die-hard/article23030404.ece