Fugitive goodwill - rats

Rats are indifferent to who is putting out the cheese or where is it coming from. The characteristic of a rat is that it has no attachments and moves from place to place. Rat consumers don’t have their favourite manager, hairdresser or brand.

For this reason, rat goodwill is also known as fugitive goodwill and is valueless. It is fickle and vulnerable and cannot be translated to generate any value. While the custom of rats is always welcome, they can’t be relied upon as a material basis for goodwill.

For example, many consumers of basic FMCG products like toothpaste and shaving cream don’t demonstrate any loyalties. They think that all the offerings from the competing companies serve the same purpose and the rat customer buys when the product is needed and chooses based on availability, price, mood and preference at the time.

Rat households buy food products based on price. Rats stay at Backpackers and campsites.