Ben Wise on Branding

Watching the world through the lens of the brand

Do Customers Mean What They Say?

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In the past year or so, an Organic food grocery store opened in a location I regularly pass by. Unfortunately, they have now closed-up shop and are being replaced by a…wait for it…Dollarama. These are two businesses that could not be more opposite.

Organic food is a high-end premium product, while the Dollarama- well, let’s just say isn’t.

What are consumers loyal to?

I find this fascinating as it perfectly demonstrates the difference between stated intentions and actual behaviour. I’m sure that market research would show the area to be perfect for an upscale grocery store and that most respondents would say how important organic is to them.

But when push comes to shove, consumers aren’t willing to part with their hard-earned cash for organic food.

More than almost anything else, consumers are (or should be) loyal to themselves. Consumers are selfish, always looking for brands that best meet their true needs. While stated desires may show a willingness to sacrifice (ie spend more) for organic products, actual behaviour proves this is not the case. At least not on a scale that makes a physical store financially viable.

The key to success for brands is in finding a value proposition that addresses stated as well as actual needs.

What do you think? Are your customers stated intentions different from their actual behaviour?

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Written by benwisebranding

June 7, 2010 at 10:28 pm

Posted in Uncategorized

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