CH.4: Memory and Knowledge

Sensory memory: Costco samples

There are many reasons consumers keep coming back to Costco, but one reason is because of their sensory memory, which stores input from our 5 senses. When you ask someone why they go to Costco, their answer is most likely going to be because of their free samples. The Atlantic wrote, “Costco knows that sampling if done right, can convince people that its stores are fun places to be” (Pinsker, 2014). Costco is using free samples to make its stores more fun and has people coming back because they remember the taste of the different samples and how fun it was to walk around tasting different things. I personally have memories from when I was a child going just for samples. Another memory I get when I think of Costco is the smell of the rotisserie chicken that's being cooked daily, having that entire section smelling like chicken. The way I go back for the chicken and how it smells, others go back for the free samples that are stored in their memory. 

Brand image: Kirkland

Costco carries all kinds of brands at their warehouses. But Costco is known for its signature brand, Kirkland. Their private label accounts for 27.5% of company sales in 2018. Which is above the industry average of 17%. As a private label, Kirkland has shown to have quality products that consumers love. As of recently, it has been shown that consumers prefer private label goods as it is affordable and is better than other name brand items. Even during times of hardship, people often shop for private labels. Consumers also love to “treasure hunt” for items in Costco, as they only carry a couple thousands of items, making consumers feel as if they have access to the best goods that are not accessible without a membership. As the Kirkland label proves to be a brand that contains high quality at low prices, Costco maintains its mission of providing high-quality items at affordable prices. Making their brand image stronger. 

                                  

Brand Personality

The warehouse focuses on its ideal members and refuses to chase customers who aren’t a good fit. The $55 gold star members pay for a membership each year weeds out lower-income customers and higher-end customers pay twice as much for executive-level membership. The products and prices are designed to appeal to the savvy shopping mentality. The selection at Costco reflects a mix of triggers that prompt visits such as core items like laundry detergent, cereal, and toilet paper, and treasures, other items that become un-impulse purchases like pentagon new jackets and oversized teddy bears. Costco isn’t afraid to limit the choices of their customers.