Is Brand Loyalty BS?

1. How many brands have your loyalty at the supermarket today?
  answered question 202
 
skipped question
1
  Response
Percent
Response
Count
More than 25
13.9% 28
Ten or more
41.1% 83
Five or more
27.7% 56
One or more
15.3% 31
None
2.0% 4
viewOther comments: 19
2. How many brands had your loyalty at the supermarket a year ago?
  answered question 202
 
skipped question
1
  Response
Percent
Response
Count
More than 25
19.3% 39
Ten or more
42.1% 85
Five or more
25.7% 52
One or more
11.9% 24
None
1.0% 2
viewOther comments: 12
3. In which of the following categories do you usually purchase MORE THAN ONE BRAND? Pick as many as apply.
  answered question 202
 
skipped question
1
  Response
Percent
Response
Count
Bread
68.3% 138
Paper Towel
53.5% 108
Toilet Paper
45.0% 91
Toothpaste
33.2% 67
Laundry Detergent
44.1% 89
Deodorant
31.7% 64
Breakfast Cereal
68.3% 138
Chicken
58.4% 118
Colas
29.7% 60
Bottled Water
59.4% 120
Potato Chips
62.4% 126
Cookies
60.9% 123
Ice Cream
67.8% 137
Beer
61.9% 125
Frozen Dinners
42.6% 86
Fruit Juice
52.5% 106
Canned Vegetables
44.6% 90
Yogurt
47.0% 95
Ketchup
26.7% 54
Pasta
61.9% 125
viewOther comments: 36
4. How has your loyalty to private-label brands changed over the past year, if at all?
  answered question 201
 
skipped question
2
  Response
Percent
Response
Count
Increased
24.9% 50
Stayed the same
59.2% 119
Decreased
15.9% 32
viewWhy? 87
5. If your loyalties have changed, then is there really any such thing as loyalty?
  answered question 194
 
skipped question
9
  Response
Percent
Response
Count
Yes
52.1% 101
No
9.3% 18
Not sure
7.2% 14
My loyalties are unchanged
31.4% 61
viewPlease explain: 93
6. Would you say you are generally more loyal to the supermarket you shop than to the brands you buy there?
  answered question 201
 
skipped question
2
  Response
Percent
Response
Count
Yes
45.8% 92
No
54.2% 109
viewOther comments: 53
7. Is that loyalty based on something more than habit or convenience?
  answered question 190
 
skipped question
13
  Response
Percent
Response
Count
Yes
64.2% 122
No
35.8% 68
viewIf yes, what's it based on? 110
8. Do you use a loyalty or retailer charge card at your favorite supermarket?
  answered question 201
 
skipped question
2
  Response
Percent
Response
Count
Yes
66.7% 134
No
21.4% 43
No program
11.9% 24
viewOther comments: 38
9. Does your supermarket's loyalty or charge card program make you more loyal to the store?
  answered question 196
 
skipped question
7
  Response
Percent
Response
Count
Yes
21.4% 42
No
64.3% 126
No program
14.3% 28
viewOther comments: 33
10. To which brands at the supermarket are you most loyal and why?
  answered question 171
 
skipped question
32
  Response
Count
view 171
11. Is brand loyalty BS?
  answered question 199
 
skipped question
4
  Response
Percent
Response
Count
Yes
14.1% 28
No
85.9% 171
viewOther comments: 59
12. Type of company:
  answered question 199
 
skipped question
4
  Response
Percent
Response
Count
Agency
16.1% 32
Manufacturer
18.6% 37
Service Industry
4.5% 9
Consulting Firm
19.1% 38
Marketing Services
11.6% 23
Media
4.0% 8
Academia
4.5% 9
Not-For-Profit
1.0% 2
Retail
4.0% 8
viewOther (please specify)
16.6% 33
13. If Manufacturer or Service industry, which Industry:
  answered question 87
 
skipped question
116
  Response
Percent
Response
Count
Apparel
2.3% 2
Automotive
4.6% 4
Computer/Software
5.7% 5
Consumer Electronics   0.0% 0
Financial Services
6.9% 6
Healthcare/Pharmaceutical
5.7% 5
Media/Entertainment
12.6% 11
Packaged Goods
19.5% 17
Restaurant
3.4% 3
Retail
6.9% 6
Telecomm
2.3% 2
Travel & Leisure   0.0% 0
viewOther (please specify)
29.9% 26
14. Size of Company:
  answered question 179
 
skipped question
24
  Response
Percent
Response
Count
Less Than $500MM
65.9% 118
$501MM - $999MM
9.5% 17
$1B - $2B
5.0% 9
$2B-$5B
6.1% 11
$5B- $10B
4.5% 8
$10B+
8.9% 16
15. Number of years in marketing:
  answered question 186
 
skipped question
17
  Response
Percent
Response
Count
More than 15
54.8% 102
Ten to 15
17.2% 32
Five to 10
17.7% 33
Fewer than 5
10.2% 19

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