Let us start with one incidence.

I made a complain to the mess manger as why they don’t keep Kurkure in the mess store and why its
occupied with only Bingo products. Manager’s reply was as simple as it can get. He said Parle products
are not given on credit whereas Bingo products are and without credit, it is difficult to conduct the
business.

And you know what I have started liking the Bingo’s product and same is case with Pepsi. Pepsi as a
drink which was never in consumption basket but unavailability of Thumps up has made it my favorite
drink now a days.

Here I could smell something different. The products like Parle’s Kurkure and Bingo Theda Meda or
Pepsi and thumps up cost me the same but as far as test is concerned I had a clear cut preference for
Kurkure and Thumps Up. However, lack of availability of the products on the frontier where consumer
make purchasing decision has changed my preferences, at least temporarily.

So the question is does the brand mater, if yes how sustainable the brand loyalty is. Or the brand loyalty
it can only be created and managed by marketing. What makes the customers of the product to keep a
particular product in its store?