Percentage of users of these products who are loyal to one brand

7165

6158

5656

5351

4848

4746

45444444

3936

353333

2927

2523

0 10 20 30 40 50 60 70 80

CigarettesMayonnaiseToothpaste

CoffeeHeadache remedy

FilmBath soap

KetchupLaundry detergent

BeerAutomobile

Perfume/aftershavPet food

ShampooSoft drinkTuna fishGasoline

UnderwearTelevision

TiresBlue jeans

BatteriesAthletic shoesCanned veg's

Garbage bags

Number of car models sold in the U.S.

0

100

200

300

400

500

600

700

1977 1982 1987 2002 2008

Groups most likely to be…

• Brand Loyal– Age 60 and over: 60%– Income $35,000 to

$49,999: 55%– Blue collar workers:

53%– Midwesterners: 52%– Men: 51%

• Brand disloyal– Age 18-29: 42%

– Blacks: 42%

– Easterners: 42%– Women: 43%

(Proportion of all buyers who usually buy the same make of car, average 47%)

“If you were shopping for ______ in a discount store or superstore, would you have a specific brand preference?”

Department 2001 2002

Beverages 86% 91%

Camera 82 84

Health & Beauty Aids 86 83

Snacks N/A 82

Film 75 75

Cosmetics 82 79

Candy N/A 78

Consumer Electronics 78 65

Men’s Apparel 61 63

Toys 55 60

Groceries & Canned Goods 64 59

Greeting Cards 64 52

Entertainment Software 51 50

Children’s Apparel 52 43

Intimate Apparel 59 43

Women’s Apparel 53 38

Domestics 35 24

“If you didn’t find the brand you wanted, would you be likely to buy another brand instead or even skip the purchase at this store?”

Department 2001 2002

Greeting cards 73% 67%

Groceries & Canned Goods 63 66

Domestics 72 63

Snacks N/A 56

Women’s Apparel 52 54

Men’s Apparel 58 53

Children’s Apparel 57 52

Intimate Apparel 56 51

Film 53 49

Toys 51 47

Camera 50 47

Candy N/A 46

Health & Beauty Aids 48 46

Beverages 45 46

Cosmetics 48 41

Consumer Electronics 48 40

Entertainment Software 45 32

2002 Brand loyalty leaders

2001 2002

Avis 1 2

Sprint Long Distance

2 2

Samsung Mobile Phones

n/a 3

Budweiser 4 4

AT&T Long Distance

5 7

Ritz-Carlton Hotels

6 6

Nokia 7 3

Google 8 10

Motorola 9 5

KeySpan 10 27

PSE&G 11 39

Canon Copiers 12 9

“Loyalty” in this case was measured by asking respondents (16,000) to assess the brands in four categories (drivers), with 40 attributes per category

Each attribute was rated on a scale of 1 to 7 based on two criteria: what consumers want (their ideal) versus their actual experience with the brand

Footwear Loyalty Drivers

80

100

120

140

Ideal 129 111 110 115

Adidas 115 100 107 116

Fila 102 90 100 105

New Balance 130 118 110 110

Nike 116 107 110 118

Reebok 113 100 109 115

Comfort &

Durability &

Form & Fashion

Full Line of

Importance of driver

Cus

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