Hello Readers,
Had mentioned in the previous post about the next post but couldn’t post it earlier as was stuck with academic work. I apologize for the delay and hope the quality of this post would be good enough to compensate for the wait. So without adding to any further verbosity, will get on to the topic as promised.
So talking about recent times, people might feel that complacency was a thing of past and it no more exists. There are a few incidents like rebellious movies, changing governments, filing of petitions, issues raised in public, etc. which are used to support these claims. But what they fail to look at and understand are the very normal, day-to-day activities that we do and our behavior towards products and services offered.
A typical case study would revolve around a middle aged house wife who does most of the shopping herself. She is a frequent buyer of domestic/FMCG and other perishable products. They tend to exhibit the maximum loyalty and an upcoming company/brand is always concerned about breaking this loyalty and attracting these customers to their product/service offering. It is indeed tough to make them switch brands.
I was thinking about brand of soap at our place and its been Lux for many years now. Don’t know why we haven’t shifted to other brand even though there are many more options available now compared to what were available earlier. In fact there might be many brands which would be providing a better value for money. Same goes with many other products like tea, oil, shampoo, etc. Then I realized that the only reason for retention was complacency. The house-wives being complacent didn’t switch to other and may be better brands. There seemed to be a strong relationship built up between the customer and the brand.
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