Habit Change example – Coffee Houses

Habits and habit change are a topic that occupy many in the marketing sphere. Given below are excerpts from an article by Prof. S. Ramesh Kumar of IIM Bangalore in the Hindu Businessline:

Brands that become a part of consumers’ habits in any sphere of their life are likely to enjoy a high degree of brand loyalty.

Another challenge that habits pose to marketers is the manner in which the latter need to adapt themselves to ensure the habits are in tune with the changing lifestyles of consumers.

Café Coffee Day has a strong base of loyal followers as the brand is a part of the socializing habit among urban youngsters and executives.

It is interesting to note that several decades ago Indian Coffee House (run by the Coffee Board in several cities) was a part of the socializing habit of youngsters of the bygone era.

Habits have not changed in this domain of socializing: Café Coffee Day has brought in several contemporary dimensions that matter to the lifestyle of today’s youngsters. Marketers need to explore the linkages between habits, product category and the brand becoming a part of the habit associated with the category.

2011-07-11T04:50:22+00:00

2 Comments

  1. RJ July 12, 2011 at 2:10 pm - Reply

    A few years ago there was a craze behind gelato. And more recently frozen yogurt places have cropped up everywhere and people just can’t get enough of it. And don’t even get me started on the Cold Stone Creamery equivalents which have been appearing and disappearing with the tide. So I agree that socializing is the habit but the means of socializing can change depending on trends. Even though it might seem like coffee shops have been around for a while now, the coffee shop from 5 years ago is not the same as it is today. Even though the brands might be the same the product ranges they offer have constantly changed depending on trends. If they do not stay abreast with trends I do not think people would stay as loyal.

    On a separate note: Yogurtbay in Bandra kicks butt!

    • escapevelocityblog July 14, 2011 at 10:43 am - Reply

      Hi,
      I think that’s exactly what Prof. Ramesh Kumar’s article was trying to say – that while the underlying habit remains the same, consumers lifestyles and preferences change, and hence to serve the same habit, brands’ / companies’ offerings have to evolve with the times.
      Hence, coffee shops persist, but the format of the coffee shop has changed significantly from India Coffee House to Cafe Coffee Day / Barista.
      Regards,
      Zenobia

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