Right now, the loudest of people out there can be clearly
divided into two camps, namely, those that are exulting at Bhai finally getting the slammer, and those that are screaming hoarse there’s no justice in the
world. Each of the sides is digging in on their positions, unwilling to see
merit anywhere else.
To understand the sides being taken and the positions being
held, you have to uncover what’s behind such behavior. Note, when choices are
made from options available it’s driven by an underlying attitude harbored.
Attitudes on their part get made via learning. In fact, attitudes are defined
as learned predispositions towards objects. How people learn varies from one
context to another and one person to another. In the consumption context, learning
can happen before and after a purchase. Learning can happen via active efforts
made, and in passive manners via repeated stimuli exposure.
Okay back to the Bhai story now. Never mind the Blackbucks,
those in the camp that want Bhai in t…
I can’t for the life of me remember when and why I, a regular
Shaving Gel user, bought my Park Avenue
Shaving Foam. Right now after a few weeks of using the latter I am ruing my
decision to switch. Tell you what, once the Park Avenue foam is exhausted, I am
getting back to Gillette and staying put.
So here’s the Marketing stuff that can decipher my buying behavior.
My regular use of Gillette Gel shouldn’t get you to conclude I am a ‘committed
loyal’ buyer of the brand. You should instead read my repeated buying as an outcome
of habit (habitual
buying behavior) exhibited in a category with which I am lowly involved (an
outcome of my low risk association
with a purchase decision).
Here’s my theory on the switch I made from my routine
buying habit. Park Avenue
must have run a promo/price-off
which I stumbled on when I searched for ‘Shaving Gel’ with an online retailer
(must have been Amazon
Now). The lower price/promo must have lured me off Gillette, into the arms of Park