egories that lend themselves better to some of these price and quality trade-offs because in many ways it is not as easy to do the price/ quality trade-off with clothes as it is with electronic goods. Despite this, at face value, more people are prepared to make a purchase sight unseen. This perhaps is an international trend where South Africans have lagged behind. 3. BRAND LOYALTY: Brand loyalty across all markets has increased. There is no doubt that brands represent two things to two different kinds of people. One is that it is either very aspirational, and as a consequence of buying a brand it tells someone else something about that consumer that they don’t have to advertise. Secondly, brands are also an implicit guarantee of quality. And when consumers buy products that they can’t see or interact with, they require the reassurance of established, reputable brands, so there is the likelihood of them choosing something with a brand name that also makes the buying decision easier.
While price and quality are the factors that most influence the buying decision, rising brand loyalty across all markets underlines the appeal of brands that have invested in building trust and delivering an engaging customer experience.