How would you find if a customer is brand agnostic or not when shopping?

> Interviewee  - Does brand aware/conscious mean? Is it about being aware of the brand name and its quality / valud proposition ? 

Interviwer - Correct. Customers who are aware of the brand & its value proposition would be the brand conscious customers 
> Interviewee  - Are we talking about brand consious about specific products or in general ... Typically brand awareness / consciousness is related to customer persona hence we could take it as an attribute for a person but we could also attach it against specific brands if we want to identify if customers are brand conscious about a specific brand  

Interviwer - For now , we can assume that we want to identify brand conscious customers for specific brands. Since these customers would become brand consciuos incase they get exposed to the brand value proposition and value  

Interviewee:- Sure . Let me give it a try then 
Lets say we have 2 cluster of users in any population
A) Brand conscious - These customers value certain brands however they may or may not be loyal to brand  (Ai - brand loyal , Aii - non loyal)

B) Brand Agnostic - These customers value the product itself and give very little importance to the brand 

> I believe both of these customers demondtrate purchase behaviour based on below factors
(i) Type of product under consideration 
(ii) Level of differentiation in the market for that product 
 (iii) Price difference wrt variants
(iv) Customer decision factors such as location , availability , ease of purchase etc 


Approach 1 - Use Browsing Data 
Brand Agnostic focuses on the getting the product itself hence factors such as (i) Price / delivery charges (ii) delivery schedule /Availability  which can be deciphered from the serach and sort behaviour of customer 

On the other hand brand conscious customers typically purchase products only from well known brands ( may or may not be fixed brands - based on Ai Or Aii) Hence demonstrate behaviours such as 
i) Search for specific set of brands (ii) FIlter products for specific set of brands  (iii) Navigation to items via Brand Store . 
 

Hence the metric used would be 
(i) % of Searches for items with keywords of brand (ii) % of sessions with use of brand for filtering (iii) % of items with add to cart via brand store 
Note :- This can be done against each specific brand that we want to identify brand conscious behaviour of customer 

Approach 2 - Use Transactional Data 

Alternately , based on past purchase of customers , we can decipher of purchase happens to be from specific brands only  OR it switches based on price / avaiability 
Note :- This can be done against each specific brand that we want to identify brand conscious behaviour of customer 

Approach 3 : - Purchase Switch Behaviour 

(i) If customer is given an option to switch to the brand in question by giving coupon discount over its normal price and customers switch their purchase behaviour 

How would you improve brand consciousness - 
 

(i) By identifying the key value proposition for target segment and demonstrating the value via marketing / promotional videos
(ii) Initiate sampling  and ask for feedback from customers with questions around key differentiators for the company