The recently released Economic Survey 2019 emphasized on Behavioral Economics as a way to reach out to the masses. What the Survey prescribed for effective reception and implementation of government policies has been utilized by a number of brands, which are successfully flourishing amidst their competition. For any brand that commands the respect and affection of its consumer base, it is essential that it maintains a connection with its consumers. This connection is emotional by virtue rather than being merely utilitarian and practical.
As a consumer, I approached the market to find a formal outfit that could express my ambition and determination to the panel of interviewers before I was awarded the opportunity to do the same. After exploring different options, it was ultimately in the Van Heusen clothing store that I found what I was looking for. As a buyer, it is not affordability or quality that are the primary considerations. It is whether the product is its money’s worth. The product that speaks to you is the one that is the perfect blend of a variety of factors.
I walked into my interview for Management College at a time when I was recovering from a health condition that had prevented me from joining the defense services. Serving the country by being a part of The Indian Air Force was a dream that I had nurtured since childhood. It was immensely challenging to let go of it, especially since I was deemed fit for the job. My confidence took a set back as that was the only thing that I had worked for.
I required an outfit that could exude positivity in this difficult time and fortunately, I found the same. I have often observed that introspection is initiated especially when we are looking at our visage in the mirror. I remember that morning before the interview, looking at my reflection, wondering if I would make it this time. I was determined to fight what was the most challenging situation of my life and at that moment the outfit spoke of my determination. I aced the interview. Today I am writing this article as a proud member of one of the most prestigious institutes of the nation -IIM- Ranchi.
We are living in interesting times. A person’s materialistic requirements are literally a click away. The sheer number of options to choose can be overwhelming for the consumer. As a consequence brands need something extra, to be carved in the memory of the consumer. The legacy and long-standing of the brand or the company goes a long way in fulfilling that purpose.
For any consumer, brand affinity is a reality. It is human behavior to minimize risk-taking and fall upon what has been tried and tested. Advertising keeps the brand and its values fresh in the public mind. If the brand delivers every time, its reliability is enforced and a loyal consumer base is created. I am and shall remain as such a loyal consumer, of the products of Aditya Birla Group.