In a world where purchasing decisions are no longer solely driven by functionality, the quest for meaning has become paramount. This post explores the intriguing dynamics behind consumer behavior, shedding light on the value we assign to emotional products that capture our hearts, while often overlooking their utilitarian counterparts.
Over the past few decades, our purchasing behavior has shifted from buying products to buying meanings. It is therefore noteworthy that society frequently voices complaints when the price of gasoline increases by a few cents, but seldom do we express discontent over the cost per liter of the perfume we use daily. For instance, Chanel No. 5 perfume, priced at approximately €2,000 per liter, continues to be the world's best-selling fragrance. Strangely, no protests emerge against the price of this or other perfumes.
I acknowledge the unfairness of this comparison. While fuel can be deemed a basic necessity, unlike perfume, it is understandable that society is not bothered by the price of fragrances. However, drinking water, also a basic necessity readily available from any tap, has generated a global bottled water market worth over €260 billion by the end of 2021.
Why do we engage in this behavior when the quality of tap water in most developed countries exceeds the average standard? Why do we willingly allocate our funds to industry giants such as Nestlé (owner of brands like San Pellegrino and Vittel), Danone (with Volvic and Evian), or Coca-Cola (with Bonaqua and Apollinaris)?
One thing is certain: we do not purchase bottled water solely to quench our thirst or ensure optimal hydration. Rather, we invest in the subjective meaning encapsulated within each brand.
In fact, the water industry has recognized that by transcending the realm of mere commodities, they can transform their products into cult items in the most advanced markets. This strategic approach exemplifies one of the famous principles advocated by Philip Kotler, the father of marketing: "If you are not a brand, you're a commodity."
Water, or Bottled Luxury?
The Nevas Water Cuvée is a premium brand of German origin that stands out for its symbolic dimension and positioning as a lifestyle brand, setting itself apart from the conventional territory of table waters.
With its champagne-like presentation, including a bottle sealed with a cork and an extraordinary design, the brand promises to turn every table into a festive celebration. This unique differentiation allows the brand to sell each liter of water at an average price of over 30€.
In conclusion, in a world driven by emotions, our purchasing decisions transcend practicality and venture into the realm of the intangible. The allure of meaning, carefully crafted and embedded within each brand, shapes our desires and dictates our choices. Whether it's the allure of luxury perfumes or the inexplicable draw of bottled water, we succumb to the captivating narrative spun by emotional products.
As consumers, we must navigate the ever-expanding landscape of meaning, understanding the influence it holds over our decisions and contemplating the delicate interplay between value, desire, and emotions.
In this intricate dance, brands that succeed in capturing our hearts emerge victorious, while those perceived as mere commodities fade into insignificance.
