How the shift in purchase behaviour calls for an overhaul in branding

As consumers make the slow march to normalcy, brands will be forced to rethink their category presence, purpose, and pricing strategies

What was considered to be discretionary or volitional spending before the pandemic may well become an essential good in perpetuity
Premium

What was considered to be discretionary or volitional spending before the pandemic may well become an essential good in perpetuity

Arundhuti Dasgupta Mumbai
Optimistic, but frugal could well be the cross-generational tag line that brands use to categorise consumers in the post-lockdown marketplace. A report by EY (Covid-19 and emergence of a new consumer products landscape in India) indicates that the lockdown has led to dramatic shifts in consumer behaviour and this calls for an overhaul in the way brands are priced, positioned and targeted.

“Considering the socio-economic impact of the pandemic, we believe that changing consumer behaviour will leave lasting impressions on category dynamics,” the EY report said. What was considered to be discretionary or volitional spending before the pandemic may well become an essential good in perpetuity, think liquid hand wash, hand sanitisers, lifestyle appliances such as vacuum cleaners and such

Also Read

Zomato to show separate restaurant ratings for delivery and dining

Restaurants turning to tech-aided food delivery to minimise health risks

New feature on Zomato lets users monitor temperature of delivery partners

How Covid-19 will change playbook for brands with shift in consumer habits

Food delivery app Zomato raises Rs 353 crore from Antfin Singapore

European Union opens two antitrust probes against Apple's app store

SoftBank to sell T-Mobile shares worth $41 billion after record losses

NMDC PBT drops by 33% to Rs 1,482 cr in Q4, PAT dips 76% to Rs 351 cr

Swift completes 15 years with sale of over 2.2 mn units, says Maruti

Standard Life to sell 2.8% stake in HDFC AMC through offer for sale

First Published: Jun 16 2020 | 10:10 PM IST

Explore News

To read the full story, subscribe to BS Premium now, at just Rs 249/ month.

Key stories on business-standard.com are available only to BS Premium subscribers.

Register to read more on Business-Standard.com