Skip to main content

How Park Avenue engineered loyalty to the Gillette brand.



I can’t for the life of me remember when and why I, a regular Gillette 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 Avenue.

So why am I planning to go back to Gillette? I must admit there’s nothing wrong with Park Avenue’s shaving foam. It’s the aerosol can that’s the problem. Made of metal, the top and bottom ring-edges have rusted. The bottom one stains the bathroom cabinet, and the top gets mixed with the foam when I squeeze it out; which is why I am going back to my earlier brand, one that never posed such a problem. Plus, hence on I am going to be careful about my next buy; that’s because my risk perception with buying in this category has risen. In loyalty lingo that may mean, when it comes to the Gillette brand, I am probably moving towards ‘committed loyalty’.

Now that should make brand Gillette happy!

Comments

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Consumer Spending

Carpe Diem Blog: From Visual Economics, a graphical representation appears above (click to enlarge) of Consumer Expenditures in 2007, using data from the Bureau of Labor Statistics. Note that total spending on food ($6,133), clothing ($1,881) and housing ($16,920) represented 50% of consumer expenditures and 30% of income before taxes in 2007. In 1997 by comparison, 51.1% of consumer expenditures were spent on food, clothing and housing, and 44.6% of income before taxes was spent on food, clothing and housing (data here).