Title: The loyalty concept: brand and store purchase propensity
1The loyalty concept brand and store purchase
propensity
2Sources
- East (chapters 2 and 9)
- Joachimsthaler E, Aaker DA (1997). Building
brands without mass media. Harvard Business
Review, 75(1)
3Brand loyalty
- Brand attitude
- Feel positively disposed towards the brand
- Brand preference
- Buy the brand more than other brands in the
category - Brand allegiance
- Continue to buy the brand over long periods of
time
4The new coke case
5Brand loyalty
- Degree to which the customer will purchase
certain brands without considering the
alternatives - It is easier to make higher prices
6(No Transcript)
7Key concepts
- Brand name, term, symbol, and/or special design
(packaging) that is intended to identify the
goods or services of one seller or group of
sellers. It differentiates the sellers products
from those of the competitors - Manufacturer brands
- Own-label (distributor) brands
8Key concepts (East, 1997)
- Brand awareness
- The recognition and recall of a brand and its
differentiation from other brands in the same
category - Brand image
- The ideas and feelings associated with a brand
- Brand equity (strength)
- The control on purchase exerted by a brand and,
by virtue of this, the brand as an asset that can
be exploited to produce revenue
9Measuring loyalty
- Is it possible to separate attitude, preference
and allegiance? - A somewhat more complex definition was provided
by Jacoby and Chestnut (1978) - The biased behavioural response expressed over
time by some decision-making unit with respect to
one or more alternative brands which is a
function of psychological processes.
10Jacoby and Chestnut definition
- Biased
- Non random
- behavioural response
- Actual purchase
- expressed over time
- Allegiance
- by some decision-making unit
- Measured on households or persons
- with respect to one or more alternative brands
- Preference
- which is a function of psychological processes.
- Attitude
11Incomplete loyalty
- Spurious loyalty (Inertia)
- Repeated purchase without positive attitude
12Attitude and loyalty
- Where attitude is not relevant
- Brand is liked, but there is no need or
opportunity to buy it - Purchase can happen without any feeling (sugar)
- Attitude might be a consequence of loyalty rather
than a cause. This is especially true for
frequently purchased brands (foods) - Why attitude is relevant
- It will probably direct future purchase
- Avoiding to purchase brands that led to an
upsetting experience (brand avoidance)
13Consumer loyalty status
- Suppose there are 5 brands (A,B,C,D,E)
- Hard-core loyals AAAAAAA
- Undivided loyalty to one brand
- Soft-core loyals ABABBAA
- Divided between two or more brands
- Shifting loyals AAAAABBBB
- Brand-switch at some stage
- Switchers loyals CDBAE
- No brand loyalty at all
14Empirical research
- Most households are hard-core or soft-core
loyals - Switching loyals are the most interesting under a
marketing perspective - Causes for brand switching
- Weak brand awareness (salt?)
- Search (situational) for variety
- Price promotions / special displays
- Unavailability of preferred brand (product
recalls) - Households with different preferences
15Loyalty proneness
- Is there a general level of loyalty? How much
loyalty a characteristic of the consumer or of
the consumption category? - Little evidence of generalised loyalty proneness
(Cunningham) - However, if we remove the discount factor
(East), loyalty across categories can be found
(deal proneness!)
16Indirect measures of brand loyalty
- The more a consumer is loyal to a product, the
largest quantity he will buy in a single trip to
the supermarket - Hard-core loyalty is less likely to hold when
purchases (in different trips) increase - Sole-brand buyers are usually light buyers
17Which buyer is relevant to marketing?
- Is it better to target someone that exclusively
drinks coca-cola, but is a light buyer (2 cans a
month) or a consumer who buys 10 cans of soft
drinks a month, 3 of which are coca-cola?
18Grocery purchasers and high brand loyalty
- About 60 of grocery purchases go to the top
brand (Hammond and Ehrenberg, 1994) - Brand loyalty could be associated with (East et
al., 1995) - Demographic characteristics (age)
- Income (ignoring promotions)
- Total expenditure on the product
19Allegiance
- Brand loyalty is not only detected through high
proportion of expenditure - Most expensive (durable) goods require an
analysis of repeat purchases - Turnover / erosion for frequently purchase goods
(East and Hammond, 1996) - Leading brands have a smaller percentage of
erosion - Does it depend on advertising?
- Erosion falls after one year (habit)
20Measures of brand loyalty
- First brand loyalty
- The mean of the individual percentage of
expenditure devoted to the first preference
brand. It is calculated on a category of products
(e.g. soft drinks) and then it can be evaluated
on a single brand by selecting those cases where
the brand is the first preference
21Measures of brand loyalty
- Share of category requirement (SCR)
- Percentage of category sales accounted for by a
particular brand among those who purchased it,
not just those who put it first as in First Brand
Loyalty.
22Brand Loyalty and Marketing Mix strategies
Inertia
Price
Attitude
Promotion
Preferences
Product
Consumer satisfaction
23Brand awareness
- Recognition of the brand
- Recall of the brand
- Measures to increase awareness
- Promotion
- Steady advertising (long-term memory effect)
- Flight advertising (recognition)
- Not suitable for low-awareness categories
- Packaging (coca-cola bottle)
24 25Brand image
- Ideas and feelings associated with a brand
- Social and psychological nature of products
- Symbols
- Brand personality
- Brand meaning
- Positive image leads to purchase
- but negative images exist
- Advertising (but need, time and wealth on the
consumer side are needed)
26Brand equity
- Value of a brand beyond the physical assets
associated with its manufacture or provision - It increases profits
- It makes acquisitions easier
- Brand awareness and brand extension (Porsche
sunglasses and Swatch car!) - It leads to higher perceived quality (higher
prices) - Brand associations (Quality street biscuits)
- Brand assets (patents)
27Brand extension
- New brand names are not easily found
- McDonald and the Mc prefix
- Reduced launch costs
- Parent brands can gain / lose value
- Parent brands may suffer a sale loss
28Factors of success of a category extension
- Fit with parent brand
- E.g. Pampers baby food?
- Virgin cola?
- Swatch car?
- Relevance of fit depends on the level of
involvement - Strength
- Prominence of the brand
- Effective marketing
29Store loyalty
- Sequence of purchases at the same store
- Number of times
- Proportion of purchase or expenditure that a
given store takes in the retail category - Intensity
- Repeat patronage frequency
- of customers that return regularly
- Duration of patronage or store allegiance
- How long does store loyalty last
30Characteristics of loyal shopper
- Social circumstances
- Demographic factors
- Brand loyalty
- Total expenditure in the retail category
- First store loyalty in UK about 65-70 of the
expenditure takes place in the favourite shop
(over a year)
31Theories of store loyalty
- Resource constraint
- Negative limited resources (car, money)
- Non-shopping lifestyle
- Lack of interest
- Discretionary loyalty
- Resources used to raise store loyalty
- Car allows to do one-stop shopping
32Demographic correlates
Household incomeHousehold sizeChildrenAgeEmplo
ymentStore accessibilityPersonality, past
historyCulture, local environment
Car useBrand LoyaltyTrip expenditureHome
storage capacityTime pressureAttitude to
storeBeliefs about store/shoppingShopping
frequency/regularity
Store loyalty
33Some basic marketing indicators notation
- Definitions
- Pb number of purchasers for brand b
- Pc number of purchasers for product category c
- Vbb volume of brand b purchased by purchasers of
brand b - Vcc volume of product purchased by purchasers of
the product category p - Vcb volume of product purchased by purchasers of
the brand b
34Key brand indicators
(Horizontal) market penetrationor coverage index
Loyalty (exclusivity) index
Vertical penetration
Market share