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

COMMNICATIONS, #1 What is the most important benefit of listening?

#1 What is the most important benefit of listening?

What are the aims of marketing communications, What are the Aims of marketi...

What are the Aims of marketing communications Aims of this introductory module are to explore some of the concepts associated with marketing communications and to develop an a

Define the marketing communications strategies, Define the marketing commun...

Define the marketing communications strategies Currently numerous definitions refer to an integrated perspective. This view has gathered momentum over the last 10 years and is

What types of tools use in sales promotion scheme, What types of tools use ...

What types of tools use in sales promotion scheme? Sales Promotion Schemes: 1. Price-off: A straight discount off the list price upon every case purchased throughout a

Characteristics of the new or morden concept of marketing, Characteristics ...

Characteristics of the New or Morden concept or product oriented concept of the marketing: Main characteristics of this concept of marketing are as follows: 1.      Accor

Ford, describe the ford needs to do to make sure its sensitive to change in...

describe the ford needs to do to make sure its sensitive to change in the cultural environment of a country

Circle, THE CENTER OF THE CIRCLE PASSING THROUGH THE POINT (0,1)AND TOUCHIN...

THE CENTER OF THE CIRCLE PASSING THROUGH THE POINT (0,1)AND TOUCHING THE CURV y=x2 at point (2,4)

What is the scope of marketing research, What is the Scope of Marketing Res...

What is the Scope of Marketing Research? Scope of Marketing Research: This is very clear that Marketing research is an intensive and systematic investigation of all parts

Cannibalization Analysis (Marketing) Tutor Needed, I''m looking for a Marke...

I''m looking for a Marketing Ph.D. student or a graduate to help me understand Cannibalization Analysis. You can be a Marketing undergrad or an MBA with the knowledge. As long as y

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