Today it is a ‘consumer’s market’. Consumers have a plethora of options to choose from multiple brands available offline and online at one’s fingertips. Therefore, brand loyalty is a luxury that every company has to constantly earn month on month from every customer. However, despite the fact that there are so many circumstantial changes in the market right now, there are a few underlying factors that are constant which help a consumer make a selection. Few factors that still influence a consumer’s selection of a brand and buying pattern can be distilled into few elements :

Market Trends : Everyone loves to stay trendy by possessing the latest products available in the market. Since they long to be in the popular zone, they follow a trend put up by the designers, which eventually aids them in selecting a particular brand that matters. Case in point is that designers on fashion runways flaunt the bags with tassels and fringes which has widely grown to the point of it becoming a must-have for the brands and in every modern girl’s wardrobe today.

Consumer Phase of life : The product preference of consumers differ as per her lifestyle and beliefs. Also, the consumer’s attitude and personality at every stage in life will surely affects the brand selections. A collge-going girlwould prefer a fun and a peppy brand when it comes to her fashion choices, while a working lady would prefer a classy, yet sophisticated brand. So the brand has to cater to all these segments.

Trust on a Brand : The belief in a brand is paramount. At a subconscious level this is a huge motivator and decision maker towards what drives the customer towards picking up one brand versus the other. Therefore, brands need to ask the questions whether they can match the customers values and vision and are they providing brand centric consistent services or not.

Brand Image and Perception : The brand image needs to match the aspired image that the consumer wants to have or currently identifies with. Hence, a brand needs to communicate this very clearly and at all levels – tangible and in-tangible, to its customers.

Brand Personality : Every brand has to have a personality that reflects with those of its consumers. It should build for itself the desired flaunt value that will aid consumers in portraying who they are in society. A brand without a distinct and strong personality is bound to get lost in the crowd when the brand war heats up by a few degrees.

Belief in Influencers : Influencers can be a celebrity or the most popular kid or a close confidant that include friends, family, colleagues. Today, bloggers play a vital role in influencing consumers to opt for a brand. The influencers who influence your target audience should be the brand ambassadors.

Different Occasions : After all the wants, come the need. A majority of the Indian consumers are very sensitive to this aspect and will let go of all the above if it does not meet their needs. Girls would generally require a glitzy clutch to complement their dressy outfits during the festive season, a structured tote bag for an interview or just the one with enough pockets and zippers to fit in their everyday essentials. Hence, brands should work towards catering to the consumer’s specific needs and preferences by understanding them better.

Any brand selection is the result of a combination of the above mentioned factors. These factors can be of great help for brands to develop strategies, better marketing communication and interesting brand campaigns to meet the needs and thought processes of their target audience. At Baggit too, we consider all these brand factors of the consumers to develop the required product portfolio for better consumer experience to meet the latent demands of the consumer.