Simple elucidation of the term brand selection is the umpteen choices provided by an outlet to their customers. So brand selection in malls refers to the fact that a mall offers a varied range of brands of the same product i.e. the number of alternative brands of a particular product.
Now, there are various factors involved when it comes to choosing a product of particular brand over other, especially when brands in consideration are equally good and serve their purpose in their own unique way. Here comes to into play the various factor associated with the brands such as brand positioning, brand loyalty.
A consumer loyal to a particular brand over the years will always prefer to go with it owing to the remarkable service he has received from it. So also a consumer may be more inclined to choose a particular brand over other owing to the kind of publicity and its brand image in the market. Thus a person will buy a particular product mostly concerned with the fact that, how associating himself with that particular brand improves his image in the society.
Brand selection in a mall results in a stiff competition between the various brands resulting into improved quality brands at lesser price as the various brands vie for most number of customers, on the other hand it results in poorly informed consumers who aren’t completely aware about the details of any particular products thanks to the plethora of products they have to deal with.
Thus brand selection has its advantage as well as disadvantage, so the responsibility lies on the arms of the consumer so as to determine what he’ll be choosing and what he’ll be discarding. And this has to come after some proper knowledge of the products, because a sensible consumer would purchase a good quality product at a slight higher cost rather than a cheap low quality product.
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