Brands losing buying focus

Chennai: While making high-decibel noise with their marketing campaigns, most of the brands are losing out their consumer focus. Among the 11,000 brands studied by TRA Research on their buying propensity, almost 95 per cent brands registered net fall in consumer's keenness to buy. Only five per cent or 541 brands have increased their buying propensity over last year.

"Brands have been overtly focused on sales and have been making much noise. As a result, their focus shifted from building relationship with the consumer. We have seen consumer losing their keenness to buy a brand due to this over-selling," said N Chandramouli, CEO, TRA Research. Further, the general macro -economic developments too have influenced the buying propensity.

"TRA's Buying Propensity Matrix is a scientific brand measurement model that gets to the root of consumer buying behaviour to understand and measure the customer's buying keenness, said Chandramouli.