hub magazine - survey - 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

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