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 the term- channels of distribution, State the term- Channels of distr...

State the term- Channels of distribution You are aware that when a manufacturer of a product is located at one place, its consumers are located at innumerable places spread all

What you expect to be a quality service, Question: (a) Why are services...

Question: (a) Why are services generally more difficult to evaluate - both before and after consumption - as compared to most goods ? (b) Discuss how customer expectations

Determine about the industrial goods, Determine about the Industrial Goods ...

Determine about the Industrial Goods   Goods meant for consumption or use as inputs in production of other products or provision of some services are called as 'industrial go

Explain the stages of product life cycle, Q. Explain the Stages of Product ...

Q. Explain the Stages of Product life cycle? Stages of Product life cycle. a) Introduction stage - Advertising for consumers and Personal selling for middlemen. b) Growth

2 degrees, Ask question #Minimum 30 page accepted#

Ask question #Minimum 30 page accepted#

What are the financial intermediaries, What are the financial intermediarie...

What are the financial intermediaries? Financial intermediaries: Credit companies, banks and other businesses which help finance transactions or cover against the risks

Test Marketing, What is test marketing? Explain the various approaches that...

What is test marketing? Explain the various approaches that are followed by FMCG companies in test marketing

MARKETING, An art that predicts the likelihood of economic activity on the ...

An art that predicts the likelihood of economic activity on the basis of certain assumptions: a. Compensation b. Sales forecasting c. Sales budgeting d. Selling policy

Wilbur schramm’s modal, WILBUR SCHRAMM'S MODAL A well-known communicati...

WILBUR SCHRAMM'S MODAL A well-known communication expert gives a important contribution in the field of communication. He customized the Shannon & Weaver's Model of communic

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