UPFRONT 1997: Brand Loyalty? Fuggedaboudit!

Compiled By Adam Shell

A sampling of agency research on consumer behavior proves that most shoppers are verifiably unpredictable


“Brand loyalty-one of the most critical factors in long-term corporate profitability-barely exists. In fact, “brand promiscuity” is a global phenomenon. That is, consumers from the U.S. to the U.K. to Australia routinely make their choices from a group of brands they consider acceptable. Consumers in Germany are the least faithful.”

Source: Grey Advertising, Inc./Grey Brand Loyalty +


“All the rules have changed for middle-class Americans with household income between $35,000 and $75,000. Despite an expanding economy, a growing sense of economic insecurity persists. As a result, many Americans are looking for creative ways to stretch their limited financial resources. What has emerged is a new breed of ‘investment shoppers,’ people who think it’s a sin to pay full price and who shop to win.”

Source: Toni Earnshaw, Young & Rubicam


“When shopping for a computer, CD-ROM or cordless phone, shoppers apt to start by consulting with friends, relatives or associates. A trusted individual’s experience of using the product will probably override anything a retailer says about it.”

Source: Foote, Cone & Belding consumer focus group


“The mood of a global teen generation is:

Alienated: Teens seek refuge from family and home

Cynical: Teens reject information presented as fact by authorities

Experimental: Teens seek extreme experiences

Savvy: Hey marketers, teens are alarmingly smart

Source: True North Communications/Global Teen Mood


“The status symbols of the ’80s have given way to the pursuit of value. Today’s consumer looks for satisfaction in experiences, not things. In a value-oriented consumer’s mind, the product must fulfill subjective needs: Does this product save me time, reduce stress, solve a problem or particularly suit me? More than ever, the satisfaction consumers realize from their experience is what drives the purchase decision.”

Source: Alan Causey, Ammirati Puris Lintas


“Women purchase technology-based products on the basis of function, not form. They want to know what it can do to make their work or life less complicated-not how or why.”

Source: Paula Ausick, Foote, Cone & Belding


“About half of consumers (53 percent) across age and gender would pay as much as 10 percent more to get more attention (i.e. better service) when they shop.”

Source: Yankelovich Partners


Only 58 percent of males and 55 percent of females stick to well-known brand namesÉ

About 38 percent of men and women say credit cards have gotten them into too much debtÉ

Less than one out of two women (46 percent) say television is their primary form of entertainmentÉ

Almost nine out of 10 people say they work very hard. As a result, only 34 percent of men and 28 percent of women say they have a lot of spare time.

Source: DDB Needham/Lifestyle Study

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED