Confidence in Experience
Consumers generally buy a product for the first time in hopes that it provides a quality experience. They hope a computer works efficiently and helps them perform personal or work tasks effectively. They buy food hoping for a quality taste or nutritional value. Recognized brand names typically have shown a consistency in product quality that has contributed to the evolution of the brand. Often, consumers rely on prior experiences or public word-of-mouth when selecting brands.
Social Acceptance
People have a desire to fit in, whether at school, work or in social circles. For this reason, people sometimes buy brands because they believe the brands will contribute to greater social acceptance. This is especially true in fashion. Consumers often buy clothing brands that are either perceived as fashionable, trendy or high class, or that fit into a particular subculture or peer group. The "Keeping up with the Joneses" mentality epitomizes this brand buying motive.
Loyalty
Over time, consumers develop loyalty to brands that provide a consistent, high-quality experience. Loyalty is essentially an emotional attachment to a brand. Some car buyers have a strong affinity for the Ford brand, while others have a similar commitment to Chevrolet. Brand loyalty causes customers to inconvenience themselves or spend more for a particular brand. Developing a strong company brand or carrying desired product brands leads to more customer loyalty and long-term business benefits.
Personal Image
Just as company or product brands have identities, people do as well. Some people buy certain brands to support their personal or professional image. Cutting-edge, tech-savvy consumers buy Apple technology to correlate with a desire to be perceived as "techie." Buying a Lexus or other higher-priced car brand or Armani suits can contribute to your image as a high-class, well-to-do or sophisticated professional.
Confidence in ExperienceConsumers generally buy a product for the first time in hopes that it provides a quality experience. They hope a computer works efficiently and helps them perform personal or work tasks effectively. They buy food hoping for a quality taste or nutritional value. Recognized brand names typically have shown a consistency in product quality that has contributed to the evolution of the brand. Often, consumers rely on prior experiences or public word-of-mouth when selecting brands.Social AcceptancePeople have a desire to fit in, whether at school, work or in social circles. For this reason, people sometimes buy brands because they believe the brands will contribute to greater social acceptance. This is especially true in fashion. Consumers often buy clothing brands that are either perceived as fashionable, trendy or high class, or that fit into a particular subculture or peer group. The "Keeping up with the Joneses" mentality epitomizes this brand buying motive.LoyaltyOver time, consumers develop loyalty to brands that provide a consistent, high-quality experience. Loyalty is essentially an emotional attachment to a brand. Some car buyers have a strong affinity for the Ford brand, while others have a similar commitment to Chevrolet. Brand loyalty causes customers to inconvenience themselves or spend more for a particular brand. Developing a strong company brand or carrying desired product brands leads to more customer loyalty and long-term business benefits.Personal ImageJust as company or product brands have identities, people do as well. Some people buy certain brands to support their personal or professional image. Cutting-edge, tech-savvy consumers buy Apple technology to correlate with a desire to be perceived as "techie." Buying a Lexus or other higher-priced car brand or Armani suits can contribute to your image as a high-class, well-to-do or sophisticated professional.
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