Could luggage purchase be imagery led?

The brand logo – a strong heuristic that the brand owns

The task - Exploring purchase drivers and brand imagery for a mass luggage brand. The research approach - The research was conducted in two phases – a) traditional interview method and b) subconscious interviews to explore purchase drivers and brand imprints

The assumption: 

• Luggage purchase is a rational , conscious decision.
• Traditional research the consumer came across as extremely price sensitive and evaluative and was not predisposed to any particular brand.

illume interviews revealed

Emotional triggers overrule price sensitivity. Consumers made the choice based on an emotional connect and justified their choice using rational reasons

That consumers were looking for a heuristic to cut down the clutter. The research helped  identify that heuristic that the brand could offer – the brand logo was a strong imprint – in the consumer’s mind. That early brand imprints influenced purchased and the consumer was in fact predisposed to certain brands subliminally

Imagery associations that dominated early brand imprints could be used to strengthen brand positioning