Brand discrimination

Abstract

All marketing people want to, or should want to, fundamentally understand their customers, their peccadilloes, peculiarities and predilections. They are captivated by the idea of customer brand loyalty. Why, when purchasing cars, or computers, or cameras – or even whisky, washing powder or window cleaner, do some consumers carefully search out brand names? Are they naïve, discriminating or savvy? Manufacturers want to get inside the heads and hearts of their customers and those who, seemingly unwisely and irrationally, buy other brands, to see what makes them tick.