Decisions, Decisions
The other day, I headed to the deli located down the street from our office to grab some lunch. As I was walking out, AJ asked if I could grab him “a non-carbonated beverage, a bag of chips, and a sandwich.” As I walked into the deli, and towards the chips section, I was presented with a wide variety of brands (e.g. Doritos, Lays, Sunchips) and options (e.g. Nacho Cheese vs Cooler Ranch, Plain vs Sour Cream & Onion, Harvest Cheddar vs Garden Salsa). The same happened in the drink section. Since AJ truly didn’t care which type of chips or drink he got, the decision was completely up to me. However, after I thought about the decision and made my choice for AJ, I began to think about exactly why I’d chosen the products I’d chosen: Nacho Cheese Doritos and Lemon Snapple.
Why had I chosen those two products over all other options? When I thought about it, I reasoned that both were pretty “standard” and widely-liked. They weren’t too strange. They were a safe bet, in my mind. But why did I have those specific connotations with both products?
The fact is that we are faced with many, many of these types of decisions every single day. From the toothpaste you use in the morning, to the socks you put on before heading out, to the food choices you make all day long, we are all constantly deciding between brands. But what goes in to these decisions? Why choose Crest over Colgate, or Hanes over Fruit of the Loom? In the end, the products aren’t all that different, yet most people have clear preferences.
Consumers make these decisions for a variety of reasons. Maybe their parents brought them up using a specific brand. Maybe they got a free sample when they turned 18 (e.g. Gillette). Or maybe the consumer was caught by a great advertisement or commercial. These are just a few examples.
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Today, brands have an opportunity like never before to influence consumer decisions and behavior. For example, here’s a tweet from a couple of hours ago, “Someone bring me some #Snapple, #MangoMadness if possible! Pleeeaaaaase?!?!” Here’s an opportunity for Arizona Iced Tea to tweet back to the user and say, “Have you tried our Mucho Mango? Here’s a coupon code for 50% off, in case you want to give it a try: link.” Sure, maybe the user wouldn’t take advantage and that would be the end of it. On the other hand, the user might take the coupon, buy the product, and become a lifelong fan and consumer.
This was just an example, but the point is that consumer decisions don’t just have to be left up to the consumers anymore, and they shouldn’t. Brands have an opportunity like never before. Simply interacting with potential consumers via social media is incredibly powerful stuff, and is changing the way that we make decisions.
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Question 1: If AJ had asked you to buy him a bag of chips and a non-carbonated drink, what would you have chosen and why?
Question 2: What goes into your decision-making process when choosing between brands? Has a brand’s presence on/actions via social media ever influenced a decision?
Please leave your answer in the comment section below, would love to see if there are any trends or similarities.










