Brand Loyalty in Food & Grocery: The Role of Shopper Marketing

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Free shopper research paper from Evolution Insights, introducing the concept of brand loyalty and the role of in-store marketing in contrast to traditional above the line advertising.

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Brand Loyalty in Food & Grocery: The Role of Shopper Marketing

  1. 1. Effect: Commitment despite alternatives Action: Repeat purchasing Word of mouth endorsement Satisfaction / experience to date Perceived value of relative quality Perceived value of reliability / consistency Heritage / growing up with brands / nostalgia Trust in credibility of company Perception of image by association
  2. 2. that influences them to buy the Normally buy Consider and sometimes buy Aware of but don’t consider Not aware of
  3. 3. Category Size of average shoppers’ repertoire (# brands) % of which only bought when on promotion Lager 13.1 53.3 Shampoo 7.4 50.7 Yoghurt 7.2 47.5 Deodrorant 7.0 47.4 Coffee 4.2 46.2 Crisps 11.8 45.6 Tea 4.8 41.6 Laundry Detergent 4.7 41.2 Bread 4.7 40.4 Washing up liquid 3.2 40.3
  4. 4. 0 10 20 30 40 50 60 Competitions Endorsements In-store signage/displays Off shelf display Differentiators on packaging Innovative packaging Loyalty points NPD Vouchers % who say it would make them consider/buy a brand they wouldn't usually
  5. 5. 0 5 10 15 20 25 30 35 Television/radio/magazine/billboard advert A special offer making it the same price or cheaper than your usual brands. Display of products on end of aisle A description of new or different benefits listed on the packaging % who say it would make them consider/buy a brand they wouldn't usually Crisps Lager Shampoo Coffee Laundry Detergent Bread

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