Back to the roots....!, page-9

I should also mention that the quality of the product matters. NZ has long had the perfect conditions for milk and thus IF production. Once customers try A2 products they tend to keep on buying. This trumps any science or marketing - ones own experience consuming a product. But the biggest component of any consumption business is its brand, what it evokes and symbolises in the eyes of customers. This could be the perception of higher quality, marketing, packaging even just the colours and logos used. Next time anyone goes to the supermarket ask yourself why one buys a certain brand over another. If price was simply not an object and you could choose any brand, almost everyone would go for the most expensive one or the one that's never (or hardly ever) on discount. The psychology of consumers is a well researched and fundamental concept that anyone who invests in companies such as A2 milk should understand.