Brian McLane

Media and Social Commentary

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BRAND LOYALTY? RIGHT….

September 17th, 2009 · No Comments · Social Commentary

MEN AREN'T LOYAL

MEN AREN'T LOYAL

Found an interesting post through Twitter and found an interesting image soon thereafter. If you want to read the post click the girl…. – here’s a summation…. of the findings. If you want to know what I think, I think us guys can’t help ourselves…. we have a problem remaining brand loyal. It comes only after years and years of failure and practice.

Nevertheless..

* key reference groups like friends had the most influence on the loyalty behavior of young adult consumers;
* the impact of product type and image on loyalty was moderate;
* brand loyalty is influenced by brand name and packaging;
* the influence of advertising on loyalty was minimal;
* enhancing products helped to increase brand loyalty; and
* loyalty was not significantly affected by past usage, expectations and convenience.

The store where the consumer shops was identified as moderately influential, even though many focus group members did not consider this factor as significant. This raises the issue of conflict between consumers’ perceived and actual behaviour.

For brand switching:

* in-store promotion was found to be most influential;
* the effect of media advertising was inconsequential; and
* price was surprisingly identified as an insignificant factor.

Marketing implications and additional study

Based on these findings, I recommends that marketers should:

* develop a strong brand name;
* pay little attention to advertising;
* focus on continuous innovation and brand extensions;
* be aware of how consumers connect with the product in real life contexts; and
* hold in-store promotions based on product volume rather than price.

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