- Some brands remain untouched by discounts – Yet another (rambling anecdotal) story about changes in purchase behavior. We just did an ethnographic study in this area and didn't see (or probe for) the brand-motivating power described.
"The reasons fall mostly into three categories: old habits die hard, brand loyalty runs deep and the Economics 101 law of supply and demand means the most sought-after brands can command the best prices. Beyond that, there are some items consumers stubbornly just won't forgo — sale or not — no matter how hard they're trying to stretch their budget.
"There are certain categories … where there are no substitutes accepted. It's infusing your brand with those things that people then say 'I have to have the real thing.'"
Heather Fox scours stores for sales and clips coupons for food and clothing discounts. But she won't cut corners when it comes to her Marlboro Lights.
Corlett puts it differently. "You may drink less Coke, but you're not giving up Coke," she said."