Shopper Loyalty and Advertising Effectiveness

Purchasing loyalty on behalf of Fido far exceeds that for Baby Junior when it comes to the grocery store, according to a recent survey of 500 grocery shoppers conducted by InsightExpress, a professional online marketing research company. The new survey reveals that Americans report little brand loyalty when shopping for themselves or their children in the supermarket, with the most loyalty inducing products cited by participants being soft drinks at 41% and condiments at 33%. Baby food and baby items rated just 27% brand loyalty. But when purchasing food for their pets, more than one half of consumers purchasing pet food (53%) say they are more likely to stick with one brand. (See Chart 1 for loyalty levels by product category)When asked about compelling reasons to switch brands, nearly four in five consumers cited price (78%), followed by product quality (66%), an available promotional offer or coupon (40%), and the sheer availability of other products or brands (33%). "In an attempt to affect loyalty and drive purchase behavior, stores and manufacturers have been using an ever-increasing array of tactics, not all of which are effective," said Lee Smith, president of InsightExpress. "Traditional, tangible methods should be the method of choice for marketers," said Smith.Participants indicated weekly store flyers produced the highest level of awareness and translated into greatest level of sales, followed by in-aisle coupon dispensers, and individuals offering free samples. (See Chart 2 for other methods.)The survey also revealed that while 86% of Americans guide the shopping efforts using a grocery list, only 28% adhere to the list they created at home thereby remaining uninfluenced by in-store promotional activities. "Marketers need to recognize the tremendous power and influence they have when consumers are walking the aisles of their favorite grocery store. With shoppers spending an average of 47 minutes in the grocery store, there are enormous opportunities to induce trial," said Smith. "Understanding what drives peoples' decisions in the grocery store helps consumer packaged good manufacturers better compete, increase revenue, and gain market share in a business that is over-saturated with choices."The survey was created, distributed and tabulated during a 24-hour period in late September 2002. The data has a tolerance of +/- 4.4%. About InsightExpressInsightExpress is the acknowledged pioneer of rapid turnaround, high-quality, online market research services. With our award-winning technology, market research expertise, and access to more than 90 million online individuals, we enable clients to easily harness market research to make the right business decision in real-time. InsightExpress is affiliated with the Interpublic Group (NYSE:IPG), NFO WorldGroup, and General Atlantic Partners. Visit us on the Web at www.insightexpress.com

Shopper Loyalty and Advertising Effectiveness

P2PI MEMBERS

JOIN P2PI

Related Topics

Related Images

Business Topic

Market Segment