Top >> Reputation__Research American survey reveals consumer insights into brand loyalty published June 2002 A recent survey in America by the Grocery Manufacturers of America has revealed some interesting insights into the buying habits of the public, including the importance of brand loyalty and peer recommendations in choosing product. According to the researchers the survey yielded insights into the mechanics of ‘brand’ as a means of product persuasion - confirming some research ‘hunches’ while also disabling a few ‘stereotypes’. The survey, “Branded: American Attitudes towards The Brand”, undertaken in April 2002, aimed to determine: The extent to which brand influences purchasing decisions and solidifies habits; Depth of brand loyalty as it matures to brand monogamy or regresses to brand flirtation; and The differentiation between, and receptivity towards, national brands and  house/store brands. Supporting the increasing role of PR in marketing as a way of tapping into other audiences or emotional appeals, 21 percent of those interviewed said that peer recommendation - a recommendation from a friend or other trusted person - was a driving force in switching brands. One third of respondents picked “Someone you know has recommended it to you” as their first choice in response to the question “Which of the following (eight options) would make you more likely to try a brand other than the one you usually use?”.  Another interesting  finding to emerge from the survey is the importance placed on Research and Development by consumers.  National brand products rather than house/store-brand products are seen as investing in research and development of new and innovative products, and 58 percent of respondents said that they are willing to pay more for a national brand to support this. From a PR perspective, this suggests that a company has other important messages to communicate than simply brand attributes or cost.  The image of the company behind the brand is also an important influencer of consumers (see our story “Market your company - not just your brand” for a further discussion of this concept). Some of the statistics to come out of the survey include: 67 percent of respondents said that they would “chase the brand” to a different store if it wasn’t available, or do without until the next shopping trip consumers are twice as likely to choose a brand this is of high quality but costs more, than one of average quality that costs less 36 per cent of respondents indicated that nostalgia also plays a key role in product purchase by admitting that they currently use a particular product because their family had used it for a long time. For a copy of the 20 page survey report and results, click here.

PR Influences Australian Public Relations Newsletter. Article: Research: American survey into consumer brand loyalty. Information Content: Marketing, Reputation & Research