Take your own example when you go through this. As habits are strongly associated with behavior, there are two dimensions to them physical and psychological. The growth of the two-wheeler category is an interesting example. Till the mid eighties, the category grew at a slow pace. One reason was that consumers were comfortable with cycles or whatever mode of transport they were used to. Hence the people were neither motivated nor readily amenable to the idea of using an engine- based two-wheeler for personal transport. Getting used to the two-wheeler would have meant getting used to the acceleration, the controls and of course periodical maintenance and running expenses. However, consumers exhibit a mindset to accept discontinuity of their learned habits (physical dimensions)? When life-styles change, there is increased pressure on time and consumers become mentally prepared to accept new product concepts though it may involve a change in habits. The assumption is that the new product is not prohibitively expensive.
The psychological dimension of habits is associated with certain non-functional, non physical aspects like taste and preparation, which may be involvement before the consumption of the product. The penetration of coffee makers even in the urban markets (South) is an example. Coffee being a ‘hedonistic’ drink, consumers used to the ‘filter-taste’ may be wary of changing the method of preparation by using a machine. The success of rice –grinder Elgi – Ultra Grind in southern markets is a good example of how a company overcame this barrier. This product is a sleek version of the traditional stone grinder. The working of the machine is such that it convinces the consumer of a standardized taste (applies to traditional food items of a South).
While changes in the environment and life style could bring changes in the physical dimension, changes in psychological dimensions are relatively more difficult to achieve. Instant coffee (pure and chicory mixed) has been in the market for a long time but hasn’t penetrated phenomenally in spite of being convenient to use. Marketing communication can build in life- style aspects (apart from highlighting product attribute – taste it the case of instant coffee) to create an impact in the minds of consumers. Bru, after hammering down the stereotype of south Indian coffee, is currently associating itself with contemporary life style.
Acceptance of Marketing Communication
Acceptance of a product category could be associated with the timing of marketing communication. Consumers have different frames of reference for different situations. Westernization has opened up several creative dimensions in marketing communication. Once a communication is accepted, it is a matter of time before the product is accepted by consumers who might have been reluctant to try out the product initially. Herbal brands like Raaga (though the newness in the category is limited to the branding and packaging) made use of the ‘back to nature’ syndrome, which is sweeping across the west.
