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Exercise
Why Do You Buy What You Buy?- Part One
Take out your last grocery list or receipt and write down all the brand-name items you purchased. Then do the same with the last brand-name products you picked up at the mall.
What made you buy what you bought, compared to the alternatives that you could have bought?What was it about that brand of juice, that style of sneakers, those headphones, that kind of perfume or cologne?How much of your selection had to do with a formulation or some technical feature or a discount price, and how much had to do with an image or an idea?Sometimes the rational reason is the intellectual alibi for the emotional satisfaction. Pick one of the products you bought and imagine: If that brand were a world, what would that world be like? Where would it be located? What time of day would it be? Who would inhabit it? Then ask yourself, is that world a place you'd like to live? To visit? If so, maybe there's more to your brand choice than meets the eye.
What's Going On Here ?
Everyone selects the products he buys for different reasons, but it's interesting to note what those reasons are, when there is so much to choose from . . . especially if cost is not a factor.
In the marketing of products, it's easy to forget that consumers are more interested in how a product makes them feel than in what a product does (and how it does it).
