Dhun Patel

Never before in the history of mankind, has the consumer had such immense power of choice as they enjoy today. Walk into any retail store or open any ecommerce portal and, no matter what the product category, there are more than a dozen brands vying for their attention. The principal challenge for us marketers then, is how to get a consumer to first notice, then engage and next decide to buy our brand. Research into consumer psychology and buying behaviour shows that the first instinct to pick up a product is driven by emotion rather than logic, which comes later, when the consumer needs to justify the purchase.