Effect:

Commitment despite alternatives

Action:

Repeat purchasing

Word of mouth endorsement

Satisfaction / experience to

date

Perceived value of relative

quality

Perceived value of reliability / consistency

Heritage / growing up with

brands / nostalgia

Trust in credibility of

company

Perception of image by

association

that influences them to buy the

Normally buy

Consider and sometimes buy

Aware of but don’t consider

Not aware of

Category Size of average shoppers’

repertoire (# brands)

% of which only bought when on

promotion

Lager 13.1 53.3

Shampoo 7.4 50.7

Yoghurt 7.2 47.5

Deodrorant 7.0 47.4

Coffee 4.2 46.2

Crisps 11.8 45.6

Tea 4.8 41.6

Laundry Detergent 4.7 41.2

Bread 4.7 40.4

Washing up liquid 3.2 40.3

0 10 20 30 40 50 60

Competitions

Endorsements

In-store signage/displays

Off shelf display

Differentiators on packaging

Innovative packaging

Loyalty points

NPD

Vouchers

% who say it would make them consider/buy a brand they wouldn't usually

0 5 10 15 20 25 30 35

Television/radio/magazine/billboard advert

A special offer making it the same price orcheaper than your usual brands.

Display of products on end of aisle

A description of new or different benefitslisted on the packaging

% who say it would make them consider/buy a brand they wouldn't usually

Crisps Lager Shampoo Coffee Laundry Detergent Bread