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NEW YORK When it comes to brand loyalty in a down economy, consumers are more fickle than devoted. For the average packaged-goods brand, less than half of loyal consumers, or 48 percent, remained loyal from 2007 to 2008, according to a new study released today by Catalina Marketing, in conjunction with the CMO Council.
The study, conducted by Catalina’s Pointer Media Network, analyzed the household consumer shopping behavior of 32 million consumers across 685 leading CPG brands.
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