Marketing Charts reports on Nielsen data that indicates more than half of U.S. shoppers believe they are exhibiting loyalty to a product if they have purchased it at least three times. But only 9 percent of U.S. consumers say they are loyal to brands or products they have always bought. Among U.S. consumers, 55 percent say they sometimes try new brands and products.
Why do consumers switch brands instead of remaining loyal? On a global scale, 38 percent of consumers will choose a new brand or product because of "value for money," while 32 percent say "price or promotion" causes them to switch. Other studies confirm that loyalty to a single brand has waned. A survey of U.S. consumers indicated that a whopping 86 percent said they are open to switching brands, with 72 percent saying that when they make a purchase, they consider 2 to 4 brands.
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