A study on developing branding strategies when consumer exhibit dichotomy in their behaviour and lifestyle

Abstract

A consumer of today is exposed to several influences- traditional media, word of mouth from peers, digital media, point of sale promotions and the like. The abundance in choices available in terms of brands and media has seemed to create a divide between the behaviour of a shopper and a consumer. A brand may connect to its target consumer but at the point of sale, the shopper’s dynamics may be very different. Hence, the clearly defined methods of segmentation and targeting (e.g. differentiating between a premium and value-for-money buyer) are blurring. So are other related concepts of product placement and product constellation. It is a worthwhile task to research the relevance of how brands communicate in times of such changes in consumer behaviour. This research can be used by brands for refining their communication strategy and contemporising their offerings. It seems that Indian consumers are becoming demanding individualists with their rise in standard of living and ever changing lifestyle. This remains to be an area to be studied and explored. People today increasingly purchase on the basis of whether a product conforms to their self-image. These demanding and sophisticated consumers, combined with their desire to be treated as individuals, welcome personalized products and services. This phenomenon is termed as component lifestyle. For example, a consumer may drive a $40,000 luxury automobile and yet buy gasoline from a selfserve discounter. Another may buy a designer suit from an exclusive retailer and also buy low cost socks from a local discount store. Thus more attention should be given to the actual behaviour and less to the presumed consumer categories. In addition to this, we can question the basis of segmentation: should we use progressive ways like occasion based segmentation? For example, if a consumer wants a cough remedy, then he may choose a liquid spray when he is at home. But when he is at the office, he may need to choose spray, gum, etc, Consumers’ perceived quality of a product is based on a variety of informational cues that are associated with the product. Perceived price reflects the value that the customer receives from the purchase. For example, a consumer may value low price for a meal at a local fast food centre as well as a high price for a meal at a gourmet restaurant. Considering all these influences, the Indian consumer has evolved much, cutting the lines defining premium and inexpensive by dynamically changing his behaviour from one purchase to the other. A study on such behaviour, although would be in very nascent stages at this point, but could set the foundation for approaches to be followed by marketing managers in devising communication in the future.