Economy Shakes Brand Loyalty

More than half of consumers (52%) who were highly loyal to the average CPG brand in 2007 either reduced loyalty or completely defected to another brand in the same category the following year, according to “Losing Loyalty: The Consumer Defection Dilemma.”

ST. PETERSBURG, Fla. — More than half of consumers (52%) who were highly loyal to the average CPG brand in 2007 either reduced loyalty or completely defected to another brand in the same category the following year, according to “Losing Loyalty: The Consumer Defection Dilemma.”

Conducted by Catalina Marketing’s Pointer Media Network in conjunction with the CMO Council, it examined the buying patterns of 32 million consumers across 685 CPG brands over two years.

Although

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