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  White Paper - Branding key = customer repeat purchase  
     
     
 
W H I T E   P A P E R
   
The art of
consumer
repurchase
cycle
 
   
   
Senior management
“Principles of Marketing” course
at Indian Institute of Management (IIM)
 
   
 
by Shombit Sengupta
 
Consumer repurchase cycle
   
   
   
The consumer’s
repurchase cycle of a
brand is not in her
hand, nor is it in the hand of God. It is
totally in the hand
of the marketer who
is promoting the brand.
Strategic branding The primary course of
action in strategic
branding is to ensure
the brand’s repurchase.
   
Different categories have different defined purchase cycles: for example, FMCG is day, week, monthly driven; automobiles have a purchase cycle of 3, 5, 7 years; for consumer electronics it’s 3 to 5 years, and for fashion the purchase cycle is 6
to 12 times a year. The strategic brand promoter can totally control the purchase cycle of any category.
 
Advertising can create awareness and pull, but does not create the consumer’s repurchase motivation for
the brand. High spend electronic media and billboards can be ignored by customers.
 
Family engaged in their work
 
 
 
Rational: The prime
criterion for consumer
repurchase is the brand’s
rational factor, or its intrinsic
product quality that is not
overtly and immediately
visible to the consumer.
Over time the consumer
trusts this quality which
is the “I believe
in it” factor.
End-customer ’s urge to sustain
I believe in it
RATIONAL factor
For example the consumer implicitly understands Volvo brand’s quality and has total confidence
in it.

To achieve this trust, Volvo had to prove itself, year after year, about its hidden design quality. An ISO quality achievement is not perceptible
to the consumer.

The quality a manufacturer delivers has no meaning unless the consumer perceives it
as trust value.
Volvo Volvo first introduced
the 3-point seat belt,
side air bags and has
constantly taken care
of passenger safety
in the in-built design
 
 
Functional: Another
aspect of repurchase
is excellence of the
functionality. A vehicle’s
steering wheel that can
be seen and maneuvered
delivers the value of
“It works well” in the
consumer’s mind.
End-customer’s urge for a trial
It works well
FUNCTIONAL factor
You can have mass scale production, but when
consumers experience the product, it is based
on an individual’s character.

That’s why every consumer cannot love every
brand. It is very important that your target
consumer understands the “It works well”
factor.

The rational substance that is non visible, and
functionality that is visible, are the key factors
for a product’s repurchase cycle.
 
 
Emotive: A product’s emotive “It looks good” factor emanates from its styling
or fit and finish. This is the first look of a product, but it does not mean that
the consumer will come back for repurchase even though a first purchase
can happen.

A brand has to market its product’s rational factor and functionality for a highly decisive repurchase cycle.
  End-customer’s urge to see
It looks good
EMOTIVE factor
 
Low quality, but high in aesthetics
Addressing a brand’s craftsmanship, its rational and functional factors, translates to the art of the consumer’s repurchase cycle. The crucial factor of strategic branding is to address these rational and functional attributes that are highly perceptible to consumers.

The more solid they are, the more will word-of-mouth spread. Such information is invaluable to grow a brand in any category of product through its repurchase cycle together with advertising pull.
 
 
Demo of how 3 industries, Auto, Services and Food,
fit in the customer’s mindshare and behaviour for the repurchase cycle
 
 
This is the non-visible area. The kind of
quality initiative an enterprise takes is
at its own discretion. That needs to be
exposed to make customers understand
the scientific value of the delivery
This has high relevance
to customer usage and habit
 
This is about subtlety and aesthetics for all first interface areas with the customer
 
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© Copyright of all original content in this website belongs to Shining Consulting and cannot be used for any purpose without written permission from Shining. The copyright of the different examples of brands and advertising used in this website belongs to their respective owners.
 
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