Only 1 in 5 American adults say they tend to be loyal to specific brands and largely buy from them repeatedly, while one-third like to try out different products even when they know there’s one they like. So reports Morning Consult in a study entitled “What Drives Brand Loyalty Today”.
The research points out that there are certain consumer segments that appear to be more brand-loyal than others.
Among those are affluents (people with at least $100k in annual income): 29% of these respondents say they tend to be loyal to specific brands, versus 19% of respondents overall.
Affluents are most apt to associate the words “high quality” with brands or companies they’re loyal to, with 94% saying that’s the case (versus 88% of respondents overall). More than 9 in 10 affluents also associated the words “reliable” (93%) and “well priced given the quality” (91%) with their loyalty, in both cases at a slightly higher rate than the adult average.
Affluents are also more likely than adults overall to associate the term “innovative” with their loyalty, but far less likely to think of loyalty in terms of something being “inexpensive.” Read the rest at Marketing Charts.