18至24周歲中品牌忠誠(chéng)度影響因素的測(cè)定[外文翻譯]-文庫(kù)吧
2025-04-17 19:44 本頁(yè)面
【正文】 ners to understand the variables that underpin the construct of loyalty and, in particular, loyalty behavior for their brands. Customer loyalty presents a paradox. Many see it as primarily an attitudebased phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programmes. However, studies show that loyalty in petitive repeatpurchase markets is shaped more by the passive acceptance of brands than by strongly held attitudes about them. From this perspective, the demandenhancing potential on loyalty is more limited than might be hoped. Generally, we say a person is brand loyal when he or she buys the same brand over and over, in spite of there being reasonably substitutable choices. But some argue this isn39。t necessarily brand loyalty. Although it is tempting to define loyalty as simply repurchase, marketers often have little power over the variables and constraints directly controlling how customers pass through the purchase environment . It may be that the product brand is the only one available to the consumer, such as in a monopoly market place situation or, it may be simply consumer inertia: repetitive consumer behavior and the path of least resistance or, it may be that brand loyalty is more the result of indifference than choice if all brand have the same basic ingredients, cost about the same, and perform at the same level, it really doesn39。t matter which brand the consumer buythey get the same benefits. Today most critical issue faced by the marketing managers is of declining brand loyalty. Research has shown that, today, solely loyal customers rarely make up more than 20% of the total customers buying. More importantly, research has shown that solely loyal customers buy less when pared to customers who are multibrand loyal, and the number to solely loyal customers diminishes over time. Today, most customers include several brands in their preferred brand set. Research has cited that Brand loyalty doesn39。t exist for many products and services, and is declining for those who have a modicum of it, because the marketing organization and the brands are not loyal to the want customers to be brand loyalbut marketers monly fail to be loyal to their customers . Brand Loyalty has declined for three main reasons: 1. Increasingly, people seek variety and like to try new brands and products。 boredom thresholds have fallen and consumer like to break out of same old routinesand this has had a negative impact on loyalty. 2. Quality levels of products have risen to a standard where they no longer clearly differentiate the peting brands within the category. Consumer risk in switching brands is considerably lower today as the quality of substitute brands is no longer a concern. 3. Many brands still position themselves on the basis of quality and risk reduction, which does not resonate with modern consumers. Brands have different meanings for modern consumers pared with consumers of bygone eras. Each of the studies in the following section seeks to identify consumer characteristics, purchasing attitudes and/or behavior that go some way to explaining brand loyalty. The study that is the focus of this paper seeks to identify the factors that determine brand loyalty across threeproduct category . It explores brand loyalty and brand purchasing behavior in the 1824 age groups. The
畢業(yè)設(shè)計(jì)相關(guān)推薦
鄂ICP備17016276號(hào)-1