June 2012
Beginner to intermediate
136 pages
5h
English
Content preview from Case Studies on Marketing Management
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3
To Brand or Not to Brand*
Insights from Customers
Anukha Subramanian is a 35-year-old teacher in a primary school. I paid her a visit to know about her buying habits and brand preferences. As she was also a housewife, I enquired about her purchase of daily products. The conversation went as follows:
Me: Hello Madam! I would like to know about your buying habits concerning daily products.
Anukha: Yes sure.
Me: What comes to your mind when you purchase daily products, such as cooking oil, spices, soap and shampoo?
Anukha: The product should be of good quality. That is what I look for in a product.
Me: What matters more to you—price or brand?
Anukha: I am a quality-conscious person; I thus prefer to stick to branded items. Obviously, there will ...
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