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

Buying situation, when in the organization would it be applicable to practi...

when in the organization would it be applicable to practice the 3 different buying situations

Marketing, Identify and briefly describe the four trends in the macro marke...

Identify and briefly describe the four trends in the macro market environment that will have or recently had an influence on the selected industry

What is brand, Brand A brand is a term, symbol, name, or design that i...

Brand A brand is a term, symbol, name, or design that is planned to clearly identify and differentiate a seller's product from the harvest of his or her competitors.

What do you meant by market segmentation, Question: Medical care facili...

Question: Medical care facilities are free in the Government hospitals. However several private clinics exist in Mauritius. Clinic Darne is one of them. It is situated in the p

Exchange, Exchange, transactions, and relationships Marketing occurs w...

Exchange, transactions, and relationships Marketing occurs while people decide to satisfy wants and needs through exchange. Exchange is the act of getting a desired object fro

Groupon., what challenge will Groupon face in the future

what challenge will Groupon face in the future

Assignment problem , traveling salesman problem examples showing table and ...

traveling salesman problem examples showing table and graphs

What are personal factors to find consumer behaviour, What are the personal...

What are the personal factors to determine the consumer behaviour? Personal Factors: A consumer’s decisions are also influenced by his personal characteristics with age,

Engeneering, corelate the term engeneering and managerial economics

corelate the term engeneering and managerial economics

#tit, what is test marketing? explain the various approaches that are follo...

what is test marketing? explain the various approaches that are followed by fmcg companies in test marketing?

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