Why are so many consumers scared of the off brand products like Kroger, Kirkland Signature, Great Value, or Sam's Choice? I'm sure if you are reading this and you shop in America then you have most likely heard of one or more of these "Private Label" products. But why do some consumers stay away from private label products all together. I've certainly been guilty of buying the name brand products that have a catchier label and a reputation of excellence. But why am I doing this? Lets break it down to an analytical stand point. If you read the back they have virtually the same ingredients, virtually the same nutrition facts, and in theory are the same in all aspect. Is it the label that gets us to buy name brand or is it their marketing strategy that has been ingrained in our minds from watching too much TV and listening to too many radio ads? Why would someone be willing to pay twice or even three times the fair value price for a product just because they've seen it advertised some place at some time? The consumer mind does unexplainable things. So answer me this scenario question. You go to the doctor and you have a bad case of depression. The doctor tells you that its a very serious case and that it needs to be treated with medication. He tells you that you need Abilify which can be up to $800 for a month supply. He also gives you the option of an off brand medication which will treat the exact same depression symptoms that you are suffering from at a third of the price. Which do you choose? Is your health worth paying a cheaper rate for? Sure, the off brand product will treat your symptoms, but will it give you the peace of mind that in this situation you so desperately need? Next time before you purchase the name brand product for a much higher rate ask yourself, why you are willing to pay the additional price for the same good?
I think in the case of prescription meds, people do accept the generic, because that's what their insurance will pay for (and the name brand is so much more expensive).
ReplyDeleteYou raise an interesting point, though -- how much of feeling better has to do with the placebo effect, and how much placebo effect is related to a brand name?
Yes! I just bought Great Value french fried onions instead of French's. When I went to pull them out of my cupboard, I could not for the life of me find them. I was looking for the classic look of French's and could not see the plain white bag right in front of my face! I think tunnel vision, and instinctively grabbing the branded product has so much to do with it!
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