Consumer Perception on Brands

My perception on generic or private label products used to be cheap and nasty and usually found on the bottom shelves of the supermarket. But not anymore, since I have moved out of home I started buying generic brands and found there wasn’t much difference and I saved A LOT of money!

They are similar quality products under a super market brand for example Coles generic brands are Smart buy and Coles, Woolworth’s are homebrand and Woolworth’s select and Aldi well they are all generic.

The quality has definitely increased substantially. You may get less ingredients in the product but it still needs to work in order for it to sell. There is no point in making a product if it is not going to work. A consumer is not going to buy the product again and therefore the business has no business.

Generic labelled products are now the new battleground for the well-known supermarket brands. In many instances they are the same it is just the label that’s different on the package. But why is it that so many of the generic/private products look almost identical to the branded labelled products? For example Aldi products vs. well-known brands:

Aldi Choco Rice and Kellogg’s Coco pops

They are very similar and the Aldi Choco rice tastes great with 6% chocolate compared to Kellogg’s with 4% chocolate. Makes you wonder how Kellogg’s justify its price.

 Aldi Power grain vs. Nutri grain

Aldi Dentitex  vs. Listerine mouthwash

Aldi Dentitex vs. Colgate Toothpaste,42396.html,42396.html

Aldi Crispetts vs. Arnott’s cruskits

Aldi Head strong vs. Head and Shoulders

Aldi Tuna vs. Sirena Tuna

Aldi cleaners vs. Finish & Aldi snack pack vs. Pringles

Aldi toilet paper vs. Quilton toilet paper

In this image you can see the savings you would make if you shopped with Aldi

Aldi packaging is very similar to branded packaging. Why? Are the same people and companies manufacturing these products? Is it just clever marketing? Or are they trying to copycat and try and trick us? Either way I don’t care! if I don’t like it I haven’t lost anything, if I do like it i’ll pocket the savings! I can potentially save thousands of dollars a year.

The difference in my mind is nothing people just stick to brands they know and like that’s why people buy it, they feel safe, secure and comfort in buying well-known brands. The reason the price is so different is that people are willing to pay more for branded products, therefore suppliers can set the price so high. I think if the private labels save on distribution and marketing costs it therefore keeps the price down. If the quality is not there in the generic products people will not buy it. Its simple.


Reference List

A current affair, The truth about home-brand products 2015, viewed 2 May 2015,

Coles brand image, viewed 2 May 2015, <;

Coles smart buy image, viewed 2 May 2015, <;

Woolworth’s select image, viewed 2 May 2015,

Woolworth’s homebrand image, viewed 2 May 2015,

Aldi image, viewed 2 May 2015,

Aldi Choco Rice and Kellogg’s Coco pops image, viewed 2 May 2015,

Aldi Power grain vs. Nutri grain image, viewed 2 May 2015,

Aldi Dentitex image, viewed 2 May 2015,

Listerine mouthwash image, viewed 2 May 2015,

Aldi Dentitex image, viewed 2 May 2015,

Colgate Toothpaste image, viewed 2 May 2015,

Aldi Crispetts vs. Arnott’s cruskits image, viewed 2 May 2015,

Aldi Head strong vs. Head and Shoulders image, viewed 2 May 2015,

Aldi Tuna vs. Sirena Tuna image, viewed 2 May 2015,

Aldi cleaners vs. Finish & Aldi snack pack vs. Pringles image, viewed 2 May 2015,

Aldi toilet paper vs. Quilton toilet paper image, viewed 2 May 2015,

Aldi comparison image, viewed 2 May 2015,


Consumer Attitude Changes Towards Smoking

I feel this is a very sensitive topic among many Australians but it is an issue that needs to be discussed. For now I’m focusing on the NSW smoker’s attitude changes over the years.

The Cancer Institute of NSW has dedicated itself to anti smoking marketing campaigns in order to change the Australian attitudes towards smoking.
According to Cotter, Perez, Dessaix, Crawford, Denney, Murphy & Bishop (2008, p. 3):

Tobacco is still the largest cause of preventable death and disease in the NSW community. Smoking increases the risk of many cancers, with one in five of all cancer deaths in NSW caused by smoking.

Smoking causes more than 6,600 deaths in NSW each year, as well as around 150 NSW public hospital admissions every day. One in two lifetime smokers will die from their habit; and a third of those deaths will occur in middle age. More than 80% of smokers agreed that smoking- related deaths are likely to be slow and painful.

It is sad to think that from the days of when our grandparents were young and smoking was a norm, a social habit that nearly everybody took part in, but no body knew the consequences until it was too late and the addiction and age had set in.

I think it is wonderful that the Government and especially the Cancer Institute have dived into the deep end and said this is NOT a norm it is killing us all. It is affecting non-smokers such as children by passive smoking and it needs to be stopped.

Passive Smoking
Anti Passive Smoking Campaign
Anti Passive Smoking Campaign
Anti Passive Smoking Campaign

I’m not saying let’s get rid of smoking all together, but just try to change the attitudes towards smoking and save some lives by restricting where smoking can take place and limit the places in which you can purchase cigarettes.

Here a few examples of the first anti- smoking mass-media campaigns and some links to the television commercials which educate people in NSW about the harms of smoking by making strong health messages personally relevant to NSW smokers to limit their self-exempting behaviour. They also deliver a strong memory, message and opportunity to quit.

Quitline Services Campaign

This ad features Quitline advisors talking about a number of topics, including: planning to quit, cravings, Nicotine Replacement Therapy (NRT), call-backs, previous attempts and no best way to quit. The aim was to provide smokers with an insight into Quitline and the range of services and support available.

13 QUIT – No best way to quit television commercial

The Health Warnings Campaign

Graphic health warnings on cigarette packs
Graphic health warnings on cigarette packs

Gangrene television commercial

This ad shows an operation to remove a leg that has gangrene caused by smoking.

Mouth Cancer television commercial

This ad features a woman with visual symptoms of mouth cancer caused by smoking.

The aim of the health warning campaign was to show the graphic health warnings on tobacco products and increase impact when a smoker purchases a tobacco product. Hopefully changing their attitudes towards purchasing and smoking tobacco!

The Pubs & Clubs Campaign

Change is in the air television commercial

This ad features David Callan (an Irish comedian) talking about smoking restrictions in NSW Pubs & Clubs.

The aim was to increase awareness among the NSW community of the new changes to smoking inside licensed venues. Such as my work place, from January 2015 it now has designated smoking areas on the venue. I have noticed a decrease in smokers on the venue since this change occurred.

Excuses Campaign

Excuses – Quitting is Hard, Not Quitting is Harder television commercial

This ad features a number of scenarios of excuses smokers use and the health consequences of not quitting. This campaign is probably the one I remember the most because it sticks in your mind and makes you realise that all the little excuses we use today have much bigger consequences in the future. Which is exactly what the Cancer Institute planned on encouraging to smokers, that putting quitting on ‘todays agenda’ you’d tackle the excuses for delayed quitting.

What’s Worse Campaign

What’s Worse television Commercial

This ad features the difficult situation of a mother communicating the realities of her illness to her young children. It emphasises the real health consequences of smoking and how it affects not only the smoker, but the family as well.

The Quitline number was shown at the end of all the advertisements to encourage a behavioural response among smokers to quit smoking by calling the Quitline. The Quitline Services campaign appears to have successfully increased awareness of the service.

According to the Cancer Institute NSW

‘Since 2003, more than 150,000 NSW smokers have quit. Specifically, over the period from 2005 to 2006 the NSW Health Survey reported a 2.4% decline in smoking prevalence’ (Cotter, Perez, Dessaix, Crawford, Denney, Murphy & Bishop 2008, p. 7).

There continues to be widespread support for smoke-
free pubs and clubs, and extending smoke-free legislation into other public spaces. Indeed, smoking restrictions seem to be having an effect on people’s attitudes and behaviour but it all takes time and cannot happen over night.

My final YouTube clip I want to share is one that I feel will inspire people to quit smoking, or just think about quitting smoking for that spilt second. It is made by Nicorette to show smoking can be beaten if you just inspire to!


Reference List

Cancer institute NSW 2015, Tabacco control, viewed 1 May 2015,

Cancer institute NSW 2015, Tabacco control, viewed 1 May 2015,

Cancer institute NSW 2015, Tabacco control, viewed 1 May 2015,

Cancer institute NSW 2015, Tabacco control, viewed 1 May 2015,

Cancer institute NSW 2015, Tabacco control, viewed 1 May 2015,

Nicorette 2015, Do something amazing, viewed 2 May 2015,

Cotter, T, Donna, P, Dessaix, A, Crawford, J, Denney, J, Murphy, M & Bishop, J 2008, NSW Smokers’ Attitudes and Beliefs Changes Over Three Years, Cancer Institute NSW Publishing, viewed 1 May 2015, <;.

Cigarettes cause cancer, viewed 1 May 2015,

Graphic health warnings on cigarette packs, viewed 1  May 2015,

Prevent Passive Smoking, viewed 1 May 2015,

Prevent Passive Smoking, viewed 1 May 2015,

Smoking Banner, viewed 2 May 2015,

Consumer behaviour on e-commerce shopping

There are many things that influence myself to purchase a product online. I tend to be very fussy and old school when it comes to purchasing products online.For example I like the experience of traveling to the stores, looking at the retail stores, choosing which store to enter and then finally physically looking, feeling and trying on the clothes or accessories I may intend on purchasing. It makes it the ultimate experience opposed to online shopping where it is mainly based on appearance such as pictures, images, quality information, and video clips of the product, not on the actual experience. Shopping at an online store you cannot touch or smell the items…yes I said smell which sounds a bit weird  but I like candles a lot so that mans I need to smell them!

But as e-commerce becomes more popular, my daily schedule becoming more demanding, I have swayed towards using online sites for the convenience of purchasing products in my own time. The only things that affect my online purchases include:

  1. The site speed or my Internet speed.

    After waiting several seconds 1…2…3 I become rather inpatient and either abandon the site and seek a new one or completely shut down my computer and resolve to purchasing in store. This impacts my decision on returning back to that site in the future. Please comment and tell me if this doesn’t cause you to leave the site, because it drives me crazy! All I think is ‘WHY ME?’

  1. The site design.

    This is probably one of the most important aspects that affect my consumer behaviour on decision-making. If a site looks uninviting and cluttered I will automatically abandon the site no questions asked. In my mind it is an untrustworthy site that would not satisfy my needs or wants. If it is a well designed site, fast, uncluttered and easy to navigate  I will continue my shopping and generally access products within 90 seconds and a quick judgement is made whether I’ll make a purchase or not. If a site offers multiple product views and other alternative images of the product or even a video in my view it would lead to more sales. But on the other hand people may return the product because it was not what they expected.

    Apple Ipad Alternate Views
    Apple Ipad Alternate Views

    A help function button including information about navigating the store or the use of ordering features like a shopping cart function, a product search engine, or a site map definitely help an amateur online shopper like myself in searching for and purchasing products.

  1. Product Reviews.

    Before I make ANY online purchase I ALWAYS read online reviews before making any decision. I incline to trust the online reviews as much as I would a personal in store recommendation. I need to review ATLEAST 4 reviews before I can trust the product. But this also depends on the price of the product, if it is inexpensive I wont bother reading reviews, if it is expensive I will read reviews.

  1. Checkout abandonment.Oh at last we made it to the checkout after hours of searching for what we want! But…there is always a but! We are sometimes strung with hidden chargers at the checkout, are given unclear delivery details, go through lengthy checkout processes and have to register before buying! When this happens I give up and abandon the sale. Sites like ASOS and are my main sites I use for retail shopping, as I can trust the site, don’t need to review many items and have a guest checkout options which shortens the checkout process by half!

    Here is a perfect example of how I feel every time I reach the checkout at a new site that does not have quest checkout!

    A checkout process bar is a great tool marketers can use in their online sites as consumers can see how far along they are in the checkout and drops abandonment rates if consumers can see the end coming.
  1. Coupons or vouchers.Coupons or vouchers give me a reason to visit a site and make purchases without hesitation. Therefore increases my consumer satisfaction.
  1. Shipping Costs.Shipping costs are always considered before I make a purchase! For example with Victoria Secrets online site, the more you purchase the more shipping costs you need to pay. The way I overcome this problem is gathering my friends and bulk buying and then dividing the shipping costs between us. But if I did not have this option I would not make any purchases with Victoria Secrets. It is therefore important that marketers consider this factor and either have free shipping over a certain amount of dollars or the more you buy the less shipping costs you need to pay, or just having a standard shipping cost. I find a lot of online sites such as Woolworth’s, Coles, ASOS, and etc. have this as their marketing strategy.
  1. Payment and Security.

    As e-commerce has grown the security of online transactions has improved as we are all concerned about disclosing our private and financial information…and if you’re not, well there’s something wrong with you, sorry.  I do feel a lot safer when I see that sites provide personal information privacy protection policies and guarantees for transaction security, but on the other hand they do not offer detailed information on how transaction and personal data are secured. If I see trustworthy card logos over one payment only option again I feel a lot safer to continue my purchase, as the reliability increases.

Overall it is the perceived risk we all have to face in order to shop online, we cannot foresee the consequences of our purchase decisions unless we have past experiences as an internal source of information. Ways we can reduce these types of risks before shopping online include, word of mouth, brand name reliance, expert endorsement etc.

I don’t personally choose to shop online as my preferred method because I like the face to face activities. Although I do not discourage people to shop online if that is there preferred method. It all comes down to how to behave to different stimulus.

I have added a poll to this blog to see how many people prefer to shop online opposed to in store, so please contribute so I can see if  I’m not the only person out there at 20 years of age that prefers in store shopping.

If you would like to read more about this topic I found a great article about Identifying key factors affecting consumer purchase behavior in an online shopping context
Authors : Chung-Hoon Park and Young-Gul Kim

Reference List

Park, C & Kim,Y 2003,’Identifying key factors affecting consumer purchase behavior in an online shopping context’, International Journal of Retail & Distribution Management, vol. 31, no. 1, pp. 16 – 29

Consumer behaviour and e-commerce 2014, viewed 30 April 2015, <;

Apple iPad Image, viewed 30 April 2015,

Product Review Image, viewed 2 May 2015,

Coupons image, viewed 2 May 2015,

Voucher image, viewed 2 May 2015,

Card logo image, viewed 2 May 2015,

The Magical Experience of Shopping and Spray Tans

Well where do I start! As a female, I of course have many extraordinary consumer behaviour experiences. But how do I remember them all! Do you remember all the times you THOUGHT you were buying the best thing or clothes in the world, that you will treasure forever, that made you look and feel like a victoria secret angel in the store, you were so happy with the experience, until you arrived home and you looked like The Harp Hotel toilets at 2am or even better White Goodman from Dodgeball?! Well I’ll tell you now I sure know that feeling and I’m guessing most females reading this will know where I’m coming from.

2012 Victoria's Secret Fashion Show - Runway images

From that moment on that item will remain in your wardrobe with the price tag still on for maybe…let’s say a year! Until you finally realise you own that hideous thing that once made you look like million dollars and it starts all over again.

But if I were to really really think about what my best CB experience was and still is, I would have to say spray tanning! Like who doesn’t enjoy having a tan! For starters it makes you look slimmer! So that means you can eat all you want and not have to worry about what you’re wearing or what you look like because the TAN solves all your problems, unless of course you look like White Goodman, then we might need some extra spray tanning guns and…a makeover team. So that’s why I get dark spray tans to hide all those donuts I have been eating to deal with Uni exams! Please comment and tell me if I’m wrong if you think a tan doesn’t solve all your white girl problems! And yes I envy all you naturally tanned people out there!

So really there are many benefits of getting a spray tan! Especially (and this is one of my favourites) all the comments and questions you get while receiving your magical spray tan, just because you are naked and they are trying to make light of the situation, which I’d imagine to be quite hard while your staring at a persons private parts. Hence why this is my most favourite consumer experience. It is just down right funny and leaves you with a smile every time.

  • How was your day? (Oh much better now that I’m standing here naked in front of you thank you)
  • Where do you work out? Your collarbones are shaped so nicely. (Like who says that!)
  • Do you have fake boobs? (No just naturally gifted)
  • Your toe nail colour is really pretty (and my toenails are defiantly NOT pretty, just think of Shreks toenails and you’ll understand)
  • Your so tall (Like I wasn’t already aware of that)
  • Want me to dry you off? (This is the most awkwardest part because well just imagine being naked and having someone blow cold hair all over your body haha!)

I have just  come to the conclusion that retail stores must have magical mirrors and the workers must have magical sight!