Trying to understand the subconscious mind of the consumer can benefit companies a great deal. Do consumers make selections subconsciously, either by brand name or by price? Do they compare the available brands and the cost thereof before making their decision? We don’t really know the answer and by asking people doesn’t necessarily give the correct answer. But new research is starting to flicker a light on the mysterious workings of the neural processes behind these instant decisions we all make.

I personally believe that consumers fall under both these interpretations. Products are often selected because a brand is well known and because the consumer has found it reliable. As with the increase in food prices we have all experienced, I do believe that consumers will increasingly select a brand by price. Is this a subconscious decision? This is the key that we need to find.

The old saying “You get what you pay for” must come into play. From a personal point of view, being a consumer, I do believe in this adage. Buying cheap may cost more in the long run.

According to a recent article in Time Magazine, citing research from Harvard University, 95% of consumer decision-making occurs subconsciously. Wow, that is a lot of decisions that we have little or no conscious control over!

Guest post by Alan Parsons, Executive Director of SOCAP South Africa

Click here to read the getclosure! news article “Private Label versus Known Brands”.