Consumer behavior and brand loyalty holds the key to brand management. People generally follow a certain pattern while choosing or buying things. A good brand manager is one who knows the pulse of the customers, knows their buying behavior and pattern and is able to elicit involvement from the consumers to try his brand.

It is quite true that in every market, there will be customers who are loyal to a particular brand and those who are not. Those who are not loyal to your brand will be loyal to other brands. Understanding of the segment that is loyal to your brand and that which is not, makes it easier for you to target specific brand promotional activities to entice the not loyal prospects to try out your brand. Key to eliciting the response from this new prospective segment is to seek higher involvement through increased awareness.

Knowing the customer’s buying pattern in depth is constitutes the most important data for brand manager’s strategy to increase the market share and market penetration. There are lot of market research companies that have been researching and recording data on consumer behavior and buying patterns especially in the FMCG segment for over fifty years. Data analysis based on the actual purchase patterns of consumers recorded over a number of years gives us actual insight into the consumer behavior. Such market research analysis is available covering various segments as well as regions and at country levels. The consumer behavior is different in different countries. While the people in the UK prefer to order by mail and shop for smaller quantities or number of items, the consumers of US prefer to buy in bulk and stock items at home. Geographical distances and shopping locations also contribute to the consumer behavior.

Just the data on consumer behavior will not suffice to make a decision with regard to a brand. Knowing the pulse of the consumer involves understanding of a lot more things about the market and the buyers. While with most of the established brands you will find the brand penetration being stable, the same doesn’t hold good for new brands. Whenever a new brand is introduced or a promotional event is carried out, the consumers though loyal to other brands are likely to try out the promotional item. The 80:20 rule holds good even in the case of brand loyalty of consumers, that is, eighty percent of the sales happen through the twenty percent of the brand loyal buyers. The challenge then is to ensure that the promotional event targets to urge more and more consumers to engage with the brand on a trial basis and thus pave way for an increased awareness of the brand. The brand managers have then got to work at the next level of engaging the trial consumers to becoming preferred consumers.

The advent of social media networks has altered the buying behavior of the consumers at large. Prospects and brand loyalists as well as unsatisfied consumers of a brand have instant access to the large network where they can share, exchange information and experience as well as initiate discussions and form opinions. Brand managers have no choice but to take cognition of this platform and engage with the customers through the social networks. This channel is a powerful tool for Brand managers to use while building brand support communities and interact with the prospects as well as users of the brand and thus extend the relationship. However the risks of negative publicity for the brand are also very high and the brand managers need to be constantly monitoring and engaging with the social media networks to avoid such interactions.
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