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.
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.
Factors for repurchase:
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.
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
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.
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