Reasons Why Consumers Choose One Brand Over Another

Tuesday, September 27th, 2022
When it comes to our decisions based on a purely mechanical and biological basis, what our subconscious mind does is it takes a crude visual inventory of what’s registered by the retina.

This information is then transmitted to the brain, which will attempt to analyze and process it.

The subconscious brain will transfer the data of what it thinks it sees or is, to the conscious mind.

It does so, by supplying a detailed image of the interpretation of the object or event.

So what your mind actually may perceive and what may actually be real, may not always be the actual image of what?s there in real life.

The image is constructed by the mind from the information that’s registered, by it filling in the missing blanks using the content that’s available.

It could also be from a prior experience, or expectations and beliefs. At times, it may even be desires.

Our social perceptions are built on a purely analogous format.

We’re usually supplied with limited data, and we will then fill in the missing blanks like a puzzle, the best way we know how.

What we’re more or less doing is assuming, if we’re not sure.

It Is What It Is

Our judgment of others, our experiences with certain products, or our assessment of business data, are not always true objective reflections when it comes to our social reality.

We’re only aware of our direct conscious influences, and not the process which our unconscious mind will use to accurately construct our experiences.

As a result, we will often mistake the roots of our judgements, feelings, or behavior.

So consider what happens when it comes to your experiences as a consumer, interested in buying something online or at a store.

The Consumer Brand Perception

Say you’re in your favorite grocery store, and attempting to decide what type of wine you want that evening.

As you stroll up and down the aisle and look at the different variety of wines, your mind processes all of the “data” which is on the labels.

You quickly scan the various grape types, the wines vintage and their price points, etc.

You consciously absorb all of the information, while also considering the type of food you will be eating with the wine.

There are other factors as well which are beyond your immediate visual processing, such as the direct yet uncontrollable ?environmental? factors.

This could be the music which is playing in the background for instance, or that huge display on the history of Italian wines that’s being promoted.

Subconscious Consumer Behavior Testing

There was an actual consumer behavioral test based on wines.

The testing was focused on 4 different French wines and 4 different Italian wines that were being promoted.

They were all similar in price point and dryness. They were placed next to one other on the shelf.

For the testing protocol, the store played distinct French music the days the French wines were promoted.

Italian music was played on alternate days when the Italian wine was promoted.

As expected, on those days when the Italian music played, 75% percent of the wine that was purchased was Italian.

During the days when the French music played, 71% percent of the consumers chose the French wines.

The music played was clearly a determining factor, in what type of wine the shoppers chose that day.

Once they were asked if the music had any influence in their choice of wine in any way, only one out of seven actually said it did.

Come Clean

There was another study based on 3 different types of laundry detergent.

Selected consumers were asked to try them out for a few weeks.

They were asked to report which product they liked the best, and the reasons why.

? The first box was predominantly blue
? The second box was yellow, and
? The third box was a combination of blue and yellow

The test subjects all overwhelmingly favored the box with the combined blue and yellow coloring.

Their reports included the merits of the detergent, while no one mentioned the color of the box itself.

But then, why should they as an attractive box cover shouldn’t make the detergent clean any better, right?

In reality, just the color of the box was different, while the detergent itself were all the same.

Our Minds Will Fill In The Blanks

Once we judge or pick a particular brand when we’re in a grocery store, and we have no scientific data or if we don’t know the brand, we assume.

So as a result, when our mind is forming the complete picture, we’ll automatically fill in the missing blanks, just as we would when it comes to our visual perception.

It’s our subconscious mind which does exactly that. It will complete the entire image and opinion to make a conclusion for us.

The results of the assessment of certain products or brands, are influenced by it’s presentation, it’s color scheme, and even at times the music playing in the background.

What we do is judge certain products based on their box design. Books and magazines by the design on their covers. Annual corporate reports by their slick glossy finish.

Combined, there are a lot of factors at work which are not directly related to the product itself, when creating our mental experience.

Brand Marketing Wins Over The Product Itself

The majority of us think we like a particular product or brand because of its “quality” for the price, that the product offers.

But we know the decision is based more on the product?s overall marketing strategy.

For instance, the exact same beer can be described in a variety of ways, or the same dish soap can be labeled under different brands, or different prices.

Doing so can actually taste different, or seem to clean the dishes better for the consumer.

The same is true for wine, even though most would rather believe it?s the type of grape, vintage, or the winemaker?s expertise.

For the most part, it’s usually the labeling, branding, marketing exposure and price point that’s affiliated with it.


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