ChittahChattah Quickies
January 24th, 2009
- Some brands remain untouched by discounts – Yet another (rambling anecdotal) story about changes in purchase behavior. We just did an ethnographic study in this area and didn't see (or probe for) the brand-motivating power described.
"The reasons fall mostly into three categories: old habits die hard, brand loyalty runs deep and the Economics 101 law of supply and demand means the most sought-after brands can command the best prices. Beyond that, there are some items consumers stubbornly just won't forgo — sale or not — no matter how hard they're trying to stretch their budget.
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"There are certain categories … where there are no substitutes accepted. It's infusing your brand with those things that people then say 'I have to have the real thing.'"
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Heather Fox scours stores for sales and clips coupons for food and clothing discounts. But she won't cut corners when it comes to her Marlboro Lights.
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Corlett puts it differently. "You may drink less Coke, but you're not giving up Coke," she said."