When you go shopping for groceries, clothes or electronic products have you ever decided to avoid a certain brand? As consumers, our choices can be quite rationally driven on the surface, but conceal and more complex and subtle interplay of emotions and drivers. We manage certain likes and dislikes, express preferences and are influenced even by certain unarticulated pre-conceptions – all have their effect on us as we decide what to buy or what to leave behind on the shelf.
We think it’s crucial to know why some consumers may reject your brand. By doing so, you’ll know precisely the feedback from the rejecters and you’ll understand better your rejecter’s profile. As a result, you can use these insights to fine-tune your marketing activities, possibly find a better way to approach the rejecters or maybe even to focus on a better target group entirely.
Here are the three main questions our brand rejection analyser can answer:
- At which stage of the buying journey does your consumer reject your brand?
- Why does your consumer reject your brand?
- What are the key reasons behind their desires and barriers – the rational and not so rational?
Here’s how we do it:
Our rejection analyser starts by asking screening questions to check product ownership, brand consideration, and whether a purchase occurs or not. For those who decide not to purchase, a list of questions will be asked. Based on the answers, we will then further classify the rejecters into 3 categories: soft rejecter, medium rejecter, and strong rejecter.
This classification will allow you to dig deeper into your rejecter’s mindset and tailor the best strategy moving forward. To find out more, please contact Nimrod.