Brand loyalty, Marketing Management

Assignment Help:

Brand loyalty:

The starting point in understanding brand equity is the extent to which a brand enjoys customer loyalty. It is important to discriminate between habitual buying and brand loyalty. For example, a housewife who repeatedly buy brand X of detergent powder may not necessarily be loyal to it. She might be buying either because competitor brands are not available or she does not find parity between brand X and competition or she may be buying just because of a habit. Many a time such repeat purchases are mistaken for brand loyalty. The real issue in the brand loyalty is whether the customer is a committed one and the test is if he or she will walk that extra mile to get it. In other words, will the customer go to another shop and ask for it or will he or she leave with the substitute long being offered to by the shopkeeper or the vendor? If the customer is indifferent to the brand buys for the features, price or convince, there is little equity in the brand. In the toy's market where no brand can distinctively claim differentiation on the features (as all use, by and large, the same technology and inputs) and invariably all brands are available in the market even if the remotest areas of north east price becomes the reason to buy. And that's where price was beginning. It is important for the firm to assess its committed customer base. Customer can be grouped under five categories depending on the attitude towards the brand.  


Related Discussions:- Brand loyalty

Name the factors affecting pricing decisions, Name the factors affecting pr...

Name the factors affecting pricing decisions a) Cost b) Demand c) Competition d) Marketing Objectives e) Government Regulation

Main advantages of keeping an in-house is function, Identify FIVE main adva...

Identify FIVE main advantages of keeping an in-house IS function.   There are several significant advantages of maintaining an in-house IS function, five are listed below. H

What is negative communication, What is Negative communications Numbe...

What is Negative communications Number of people affected by a dissatisfied consumer, and thus negative marketing communication messages, is limited. Implications of a poor p

ENVIROMENTAL FACTORS, WHAT ENVIROMENTAL FACTORS AFFECT SONYS PERFORMANCE

WHAT ENVIROMENTAL FACTORS AFFECT SONYS PERFORMANCE

Advertising management, Advertising management: advertising management inv...

Advertising management: advertising management involves the major decisions in the management of the advertising. Broadly it includes the following activities: 1.       Settin

Describe in detail about sales promotion, Describe in detail about Sales pr...

Describe in detail about Sales promotion   This refers to short-term and temporary incentives to purchase or induce trials of new goods. Tool includes contests, games, gifts, tr

How internet is beneficial for marketing communication, How internet is ben...

How internet is beneficial for marketing communication The Internet is a distribution channel and communication medium which enables consumers and organisations to communicate

Explain about marketing communication, Q. Explain about Marketing communica...

Q. Explain about Marketing communication? Marketing communication: - Is the procedure in which two or more persons consciously or unconsciously attempt to influence each othe

Sales promotion, Sales promotion: it includes activities other than advert...

Sales promotion: it includes activities other than advertising, personal selling publicity and public relations which are used in the promotiong of the product or in persuading th

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd