When consumer go for Brand?

Kirit Jasani

Kirit Jasani

 Hi everyone,

Recently i have notice a lot of discussion on and around “when consumer go for a brand instead of commodity”. This hot question inspired me to write down my own view on the subject.

Well there is only one essential thing which forces consumer to go for a brand and not commodity. If you can recall, in recent past Salt was sold equal to the weight of waste of plastics and aluminium or for a minimu price of Rs.2 or so. But today salt is category of FMCG which is doing turnover in thousand crores. We can see major Indian corporate house are having thier presence in field with thier own brand such as ITC, TATA, NIRMA etc. Today people are buying salt for as high price as Rs.9 per kg! and still consumers are happy to buy.

So what is that one thing which changes consumers decision from comodity to Brand?

It’s ‘Perceived Risk’

When consumer had seen perceived risk of Thyroid, they started buying branded salt which contains good amount of iodine. By shifting from commodity to brand consumer had eliminated a risk of iodine deficiency.

Till the time consumer dont see a perceived risk in any product or service he will not go for brand and that is the reason today we are using mineral water which eleminates perceived risk of deficiency of mineral in body!

The day is not too far when someone will point out a perceived risk in buying loose sugar and everyonen of us will start buying a branded sugar!



18 Responses to “When consumer go for Brand?”

  1. Raj Says:

    Hmmm. That’s true… but still i m confused to define the word ‘brand’ itself. As i have come across this confusion many a times…how one can differentiate a brand…? May be..some day the perceived risk that i will encounter will teach me….


  2. Anand Sindhav Says:

    :: Dear Humans ::

    :: System Starts from Name :: Right !!

    Humans starts their life by Name so product.
    To have better recall and communication, what we call as “Brand”.

    People love to buy known things so “Brand” exists in the consumer mind.
    I do agree on “Percieved Risk” what I define as “Fear Level”. Person will not start talking with unknown person except girls – WHY ?. But If your friend introduce that unknown person, you will like to go ahead and start talking. We know this.

    Consumer like to consumed known things What we meant “Branded things. Consumer can feel that factor to reduce their fear level so company can sale their product more and more.

    I do have many Perceived Risk like you because at last we are a consumer at the day at all.

    So Dont forget “Percived Risk” when you are on Shopping.
    Dont go for “Brand” but needs OR many products can be “Brand” 🙂

    Thanks a lot.
    Anand Sindhav


  3. urvashi Says:

    thats perfectly true…but i think advertising has played a major role in highlighting perceived risk. if we go by iodine, not every person requires high content of iodine in diet (it may lead to other disease as well) but by being an ad, some of the people think they are may be affected by low amount of iodine, and start having that particular kind of product without consulting a specialist..same goes for Oxyrich which claims more oxygen..i dint get how can there be more oxygen in water…ma’am just taught me one molecule per two molecules of hydrogen..

    Thats a very contemplative article


  4. Dhimant Says:

    If you define the ward ‘perceived risk’ then it will be clearer.
    There is one threat from society called ‘Reputation’ or ‘status’, can also be the reason for choosing a brand. If you consider this thing(‘Reputation’ or ‘status’) as part of ‘perceived risk’ then I’ll say, ‘Yes I agreed.’

    Today we are having so many examples like ‘Badshah Masala’, ‘India gate rise’ or ‘Ankur tuver dal’. Which are used to show to the society that we are using a branded masala, rise or dal especially considering the housewife.


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