Can the world and the system of meaning that create brands directed towards consumers, their lifestyles and their values be questioned in the light of the current economic crisis? This essay aims to analyze the relationship between brand faithfulness and the economic crisis, assessing whether there have been changes in the way people follow brands caused by the difficulties consumers find themselves faced with today. More specifically, it will attempt to answer the following questions: over the three- year period 2009-2011, - have brands maintained their importance as a factor when purchasing consumer goods? - have consumers stayed faithful to the brands they always purchased before? - have the consumers stayed faithful to the brands with regard to the various retail sectors? These questions take their place within a much broader setting which we will analyze in order to determine whether brand faithfulness is weaker now than before. In the first section of the essay we will take make in-depth examination of consumption dynamics, with particular focus on the habits and customs of the families interviewed. The first issue is who does the shopping, then what types of goods are purchased and finally which criteria have the greatest influence on the choice of outlet. This will allow us to establish who it is who is responsible for the family purchases and then endeavour to understand what it is that families place most importance on when choosing shops. Our reflections will then focus on the main point of this essay. After analyzing which factors have the greatest influence on the choice of products – with the aim of determining the level of importance of the role brand plays – we will take a closer look at brand faithfulness in the consumers interviewed. Our aim in doing so is to determine whether the individuals interviewed are change-oriented or prefer not to change their choices of products and brands. This will allow us to understand whether brand plays a crucial role in consumption dynamics, pushing consumers towards change, or whether, on the contrary, habit, being sure of what one is buying, is what really counts.
Brand faithfulness and economic crisis. Brand and quality are important but price counts for more
VIVIANI, Debora
2012-01-01
Abstract
Can the world and the system of meaning that create brands directed towards consumers, their lifestyles and their values be questioned in the light of the current economic crisis? This essay aims to analyze the relationship between brand faithfulness and the economic crisis, assessing whether there have been changes in the way people follow brands caused by the difficulties consumers find themselves faced with today. More specifically, it will attempt to answer the following questions: over the three- year period 2009-2011, - have brands maintained their importance as a factor when purchasing consumer goods? - have consumers stayed faithful to the brands they always purchased before? - have the consumers stayed faithful to the brands with regard to the various retail sectors? These questions take their place within a much broader setting which we will analyze in order to determine whether brand faithfulness is weaker now than before. In the first section of the essay we will take make in-depth examination of consumption dynamics, with particular focus on the habits and customs of the families interviewed. The first issue is who does the shopping, then what types of goods are purchased and finally which criteria have the greatest influence on the choice of outlet. This will allow us to establish who it is who is responsible for the family purchases and then endeavour to understand what it is that families place most importance on when choosing shops. Our reflections will then focus on the main point of this essay. After analyzing which factors have the greatest influence on the choice of products – with the aim of determining the level of importance of the role brand plays – we will take a closer look at brand faithfulness in the consumers interviewed. Our aim in doing so is to determine whether the individuals interviewed are change-oriented or prefer not to change their choices of products and brands. This will allow us to understand whether brand plays a crucial role in consumption dynamics, pushing consumers towards change, or whether, on the contrary, habit, being sure of what one is buying, is what really counts.
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