JEDDAH – Forty-two percent of consumers may not end up buying their first preferred brand, a survey undertaken by TNS, a global custom marketing research organization which operates in over 80 countries, revealed Tuesday. The TNS study, entitled “The Commitment Economy,” canvassed 39,000 consumers in 17 markets and covered eight key sectors – automotive, beverages, coffee, hair care, headache remedies, laundry detergents, payment methods and retail. “The survey shines a light on why customer preference doesn't translate into sales success,” said Steve Hamilton-Clark, CEO of TNS MENA. He said the survey results has helped pinpoint three marketing levers that account for why people don't buy what they most want – affordability, availability and shared decision-making. “These marketing levers show why, in an increasingly competitive marketplace, popularity doesn't necessarily mean purchases,” he added. The survey has unearthed a need for a radical rethink on brand tracking approaches. “It is no longer about simply tracking brand health. It is also about understanding the decision-making context, as well as tracking a variety of emotional and market factors that influence the purchases those consumers actually make,” Hamilton-Clark noted. “The finding is critical for brand managers across sectors as the research shows that the trend even applies to relatively low-priced, frequently-bought goods, such as laundry detergent and hair care as well as higher priced products, such as cars,” Hamilton-Clark further said. “Brand managers preoccupied with being the customers' preferred choice could do well to understand that there are other factors too that need their attention.” Hamilton-Clark said that fast moving consumer goods are more prone to consumers moving in and out of brands, resulting in no true behavioral loyalty from many consumers while the overall brand usage may appear to be stable. “In the Middle East markets we see that customers are not switching service providers completely. Therefore even if service provider brand measures do not track well, other factors are likely to influence customers continuing on with the service provider. What may be at stake here is share of wallet rather than complete switching.” — SG
