What Licious got right that FreshMenu didn't.

There was a time I booted online meat seller Licious' App out of my phone. Here was why. A drop in the local butcher's quality of meat and the crowds at Chef & Butcher got Licious back on my phone. A bout of information processing about Licious' meat delivery service had me hesitating due to the higher prices charged. However I felt the meat was probably going to be good. So I gave Licious a chance. I was right, the meat was better than good! The meat selling App has since stayed on my phone, and the rate of transactions have picked up substantially.

In 'alternate response hierarchy' language, my getting to buying from Licious can be plotted as the sequence, 'Think-Feel-Do'.

The FreshMenu App has been on my mobile phone for long. The prospect of a changing menu, and dishes delivered fresh has been the reason why the App stayed. Lately I've been having some problems. What has gotten me to buy from FreshMenu has been their attractive promo-pricing. At a pricing of 99/139 bucks, the dishes seemed like a steal. I was wrong. The dishes arrived in not the best state, and the once present vegetables like Broccoli and Mushrooms seemed to have vanished (cost cutting, perhaps?). A hair in the cutlery set seemed like the last straw. Despite my feedback on the unwanted ingredient, there was no response. I don't know when I will next have the courage to order from FreshMenu.

My getting to harboring a negative attitude towards FreshMenu can be plotted as the sequence, 'Do-Think-Feel'. 

In the case of Licious, my positive attitude towards the brand was formed as an outcome of cognitive information processing, without an actual trial. The trial then reinforced the attitude, which is why the buying act continued. Not so for FreshMenu. The act came first, engineered via promo-prices. The attitude followed. In my case, the brand inclination was negative, which is why I am hesitant about buying from FreshMenu again. Its important to note that attitudes towards brands that are outcomes of actual acts of buying stay longer, and are harder to change. Never mind the promos and every other marketing bait, what finally matters is how consumers look at an outcome of a 'real' engagement with a brand. That's the rubber hitting the road.

Who'll stay in the cruise mode and who'll crash and burn will be solely decided by post-consumption attitudes buyers harbor. So brands, drive safe. 


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