Fabrikatskänslighet

Fabrikatskänslighet, often translated as brand sensitivity or brand consciousness, refers to the degree to which consumers are influenced by brand names and brand reputation when making purchasing decisions. Individuals with high fabrikatskänslighet tend to prioritize well-known or perceived premium brands, believing that the brand itself signifies quality, status, or reliability. This can manifest in a willingness to pay a premium price for products associated with a favored brand, even if comparable unbranded or lesser-known branded alternatives exist.

Conversely, consumers with low fabrikatskänslighet are less swayed by brand identity. They may focus more on objective product attributes such as price, functionality, ingredients, or performance. For these individuals, the brand name is a secondary consideration, or even irrelevant, as long as the product meets their specific needs and expectations.

Factors influencing fabrikatskänslighet include personal values, socioeconomic status, cultural background, and the product category itself. For high-involvement purchases like cars or electronics, brand considerations might be more prominent than for low-involvement items such as basic household goods. Marketers often leverage fabrikatskänslighet through brand building, advertising, and creating strong brand associations to appeal to consumers who value brand identity. Understanding a target audience's level of fabrikatskänslighet is crucial for developing effective marketing strategies.