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

State about the marketing mix, State about the marketing mix Marketing ...

State about the marketing mix Marketing comprise a number of activities. To start   with, an organisation may decide on its target group of customers to be served. Once the tar

Consumer mind, consumer mind is a black box discuss

consumer mind is a black box discuss

Buying roles, Buying roles: marketers have to go beyond the various influe...

Buying roles: marketers have to go beyond the various influences on buyers and develop an understanding of how consumers actually make their buying decisions. Specifically, market

Strategic aspects in international human resource management, Question 1: ...

Question 1: Explain how effective management of expatriates is increasingly been recognised as a major determinant of success or failure for international businesses. Quest

Show the advertising effects on demand, Q. Show the Advertising effects on ...

Q. Show the Advertising effects on Demand? Effect on Demand:- In case of new advertising, products, creates primary demand by educating the audience regarding utilizes of the

Assignment, consumer mind is a black box discuss

consumer mind is a black box discuss

Steps in the marketing planning plans, Steps in the marketing planning plan...

Steps in the marketing planning plans: in a corporate set up, two levels of planning are in practise 1.       Comprehence or overall company planning, and 2.       Specific

Describe the classes of the recreation opportunity spectrum, The Recreation...

The Recreation Opportunity Spectrum (ROS) provides a framework which is useful in planning and providing environmentally sustainable outdoor recreation activities. a) Describe t

Shapes and angles, all triangles have right angles. is that right?

all triangles have right angles. is that right?

State about the network marketing organisations, State about the network ma...

State about the network marketing organisations Readers are encouraged to see the elements of mix as a set of complementary ingredients, each drawing on potential of the others

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