Brand Loyalty

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

 Brand loyalty is the degree to which consumers prefer and continue to purchase the same brand within a product or service category. Brand loyalty enables the long term business and it has market even when there is crisis in the market. Most of the company try to improve the brand loyalty. Brand loyalty is built by bringing consistent value to customer. By bring new ideas to customer, understand customer need and specification.

Marketers usually envision four groups based on brand loyalty 

Hard core loyals: The consumer who buy only one brand all the time. Customer are brand specified and shows their strong desire to use the same brand always. The people becomes hard core loyalty to the specified product of specified category because of they feel comfortable and sense pride by using that product. We can concluded that the greater number of the hard core loyalty consumer that represent the high strength of the product, for example there are so many consumer who like to buy only I-phone no other phone. This type of consumer are hard core loyalty to the I-phone that is developed by Apple Company only.

Split loyals: The consumer who like to use two or three brands. The consumer will compare within the two or three brand and purchase the product. Such that there is always alternative to those consumer. Split loyals can show the firm which brands are most competitive with its own. By seeing spilt loyals customer Company can identify their strength and weakness and also strength and weakness of competitive brand. For example the consumer may buy either I phone or Sony Ericson phone no other phone. That is a split loyals of consumer for buying phone.

Shifting loyals: Consumer who shifts loyalty from one brand to other. Due to the different reason people does not like to use of previous brand product so they may shift their loyalty from one brand to another. Shifting loyalty shows the weakness of the company and it indicates that they should improve on marketing strategy. For example if a consumer in past use only I- phone and now a days if they buy Sony Ericson phone. It explain people are shifting their brand loyalty from I-phone to Sony Ericson phone.

Switcher: Consumer who show no loyalty to any brands. The people like to use those product which is easily available in the market in the affordable price. They will not buy product being specified with brand. They doesn’t care what ever brand be just they like to use product that they desire to use. For example if a people like to use phone they can buy any phone that is available in the market. They doesn’t consider who manufacture it. That phone may be developed by Nokia Samsung, Sony or Apple Company or other company