The document summarizes the results of a survey on customer loyalty. The survey found that (1) quality, reputation, pricing/discounts/promotions, and free shipping help build positive brand image, (2) most consumers identify as loyal to brands and purchase from their favorite brands monthly or weekly, and (3) consumers strongly care about loyalty programs and believe they influence repeat purchases. The summary concludes that customer loyalty techniques can help brands succeed long-term.

1. Matthew Moscatello
MSMK 620: Marketing Analytics
Bellevue University
Dr. Julia Cronin-Gilmore
CUSTOMER LOYALTY

2. Brands that practice customer
loyalty techniques are more likely
to be successful and build long-
term growth.
Hypothesis
CUSTOMER LOYALTY

3. 1. Determine what elements consumers think help build a positive
brand image.
2. Determine how frequently consumers purchase products from
their favorite brand(s).
3. Determine if consumers identify themselves as a loyal customer
to a certain brand(s).
4. Determine if consumers follow certain brands on social media that
they would consider themselves loyal to.
5. Determine whether consumers believe customer loyalty plays a
major role in making repurchases from their favorite brand(s).
6. Determine how strongly consumers care about customer loyalty.
7. Determine demographics such as age and gender to be able to
associate results with the types of consumers.
Objectives
CUSTOMER LOYALTY

4. 4
It’s clear that 3 major elements that consumers
recognize that help build a positive brand image
are reputation, quality and
pricing/discounts/promotions.
Determine what elements consumers think help build a positive brand image.
CUSTOMER LOYALTY
1
35
42
30
10
Good customer service
Pricing/Discounts/Promotions
Quality
Reputation
Free Shipping
0 10 20 30 40 50
Which of the following, according to you, helps build a positive
brand image? (You may select more than one answer)
Good customer service Pricing/Discounts/Promotions
Quality Reputation
Free Shipping

5. 5
64% of survey takers purchase products from
their favorite brand(s) on a monthly basis as 16%
purchase weekly and 20% purchase yearly.
Determine how frequently consumers purchase products from their favorite brand(s).
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10
32
8
How frequently do you purchase products from your favorite
brand(s)?
Yearly Monthly Weekly

6. 6
66% of survey takers would identify themselves
as a loyal customer to a certain brand as 24%
answered sometimes and only 10% answered
no.
Determine if consumers identify themselves as a loyal customer to a certain brand(s).
CUSTOMER LOYALTY
5
12
33
No
Sometimes
Yes
0 5 10 15 20 25 30 35
Do you identify yourself as a loyal customer to a certain brand(s)?
No Sometimes Yes

7. 7
76% of the survey takers follow brands on social
media that they would consider themselves loyal
to, as 24% do not.
Determine if consumers follow certain brands on social media that
they would consider themselves loyal to.
CUSTOMER LOYALTY
12
38
0
5
10
15
20
25
30
35
40
No Yes
Do you follow certain brands on social media that you would
consider yourself loyal to?

8. 8
70% of survey takers believe customer loyalty
programs play a major role in making
repurchases from their favorite brand(s).
Determine whether consumers believe customer loyalty plays a major
role in making repurchases from their favorite brand(s).
CUSTOMER LOYALTY
15
35
Do you believe customer loyalty programs play a major role in
making repurchases from your favorite brand(s)?
No Yes

9. 9
66% of survey takers agree and strongly agree
that they care about customer loyalty.
Determine how strongly consumers care about customer loyalty.
CUSTOMER LOYALTY
3
1
13
19
14
0
2
4
6
8
10
12
14
16
18
20
Strongly
Disagree
Disagree Neutral Agree Strongly Agree
Please rate your level of agreement with the following statement (1-5
scale with 5 being strongly agree, 4 being agree, 3 being neutral, 2
being disagree, and 1 being strongly disagree). You strongly care
about customer loyalty.

10. 10
Males and Females in the age range of 18-34
were recorded as the average type of consumers
that completed this survey.
Determine demographics such as age and gender to be able to associate
results with the types of consumers.
CUSTOMER LOYALTY
12
26
3
3
6
What is your age range?
18-24 25-34 35-44 45-54 55-64
24
26
What is your gender?
Male Female

11. 11
 Quality products, brand reputation, pricing, discounts, promotions,
free shipping are all key elements that help consumers identify a
positive brand image.
 Most consumers feel they are loyal to a brand. Consumers are
buying their favorite brand products weekly and brand social
media pages help with customer retention.
 It is conclusive that consumers care very strongly about customer
loyalty and customer loyalty programs play a major role in
consumers making repurchases from their favorite brands.
 My findings prove that customer loyalty is a valuable asset to
most consumers. Brands that practice customer loyalty
techniques are more likely to be successful and build long-term
growth.
Summary
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12. 12
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