A recent study of U.S. Internet users, as reported by eMarketer, found that more than half (51 percent) of consumers age 18 to 21 will try different brands, even when there is one brand they already like. But two-thirds of the GenX generation and three-fourths of the Boomer generation indicated they will stick with a brand they like and buy it over and over again.
Still, according to the research, consumers are willing to switch brands if certain factors, including product quality, company ethics, and price, come into play. Even consumers most loyal to brands will stop buying a particular brand if any of these factors result in a negative experience or perception. Another study confirms that these factors not only influence consumers to leave a brand they formerly loved, but such factors can create new brand favorites. Almost 60 percent of digital consumers in that study said quality and variety lead to repeat purchases.
This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.