2017品牌忠诚度报告（英文版）_10页_1mb

Brand Loyalty Summary

Core Content

This document presents findings from the ThinkNow Affinity™ Brand Loyalty Report 2017, focusing on brand loyalty behaviors among different demographic groups, particularly Hispanics. It highlights the similarities and differences in brand loyalty across categories and subgroups, offering insights for market research and consumer behavior analysis.

Main Points

• Hispanics and Brand Loyalty: Hispanics demonstrate brand loyalty levels comparable to the total market across common household categories.
• Comparative Loyalty: Non-Hispanic Whites show slightly higher brand loyalty, while Asians exhibit slightly lower levels.
• Category-Specific Loyalty: Brand loyalty is strongest for Toothpaste and Laundry Detergent.
• Purchase Behavior: Hispanics are about as likely as the total market to continue using a product even if it is not available at their usual store. However, Asians are more likely to purchase an alternate brand.
• Segment Differences: Among Hispanic subgroups, the Bicultural segment shows the highest brand loyalty, while the Less Acculturated segment shows the lowest.
• Demographics: The sample includes 501 Hispanics, 250 Whites, 250 African-Americans, and 249 Asians. There are notable differences in age, income, and educational attainment across these groups.

Key Information

Categories Tested

• Laundry Detergent
• Toothpaste
• Bottled Water
• Toilet Tissue
• Dishwashing Soap
• Paper Towels
• Shampoo

Brand Loyalty Scale

• I always/mostly buy the same brand
• I mostly buy the same brand
• I always buy the same brand

Brand Purchase Behavior

• If the favorite brand is not available, Hispanics are as likely as the total market to stick with the product, while Asians are more likely to switch to an alternate brand.
• The Bicultural segment of Hispanics is the most loyal, and the Less Acculturated segment is the least loyal.

Sample Profile

Census Region Distribution

• Northeast: 14% Hispanics, 19% Whites, 17% African-Americans, 21% Asians
• Midwest: 9% Hispanics, 26% Whites, 17% African-Americans, 12% Asians
• South: 37% Hispanics, 35% Whites, 57% African-Americans, 23% Asians
• West: 40% Hispanics, 20% Whites, 9% African-Americans, 44% Asians

Educational Attainment

• Less than high school graduate: 6% Hispanics, 3% Whites, 6% African-Americans, 3% Asians
• High school grad/GED: 22% Hispanics, 22% Whites, 24% African-Americans, 4% Asians
• Some college/AA/trade/technical school (NET): 39% Hispanics, 38% Whites, 44% African-Americans, 26% Asians
• Bachelor’s degree or higher (NET): 33% Hispanics, 37% Whites, 27% African-Americans, 67% Asians

Conclusion

The report suggests that while Hispanics show brand loyalty levels similar to the total market, there are notable differences in loyalty based on acculturation levels and product categories. The Bicultural segment of Hispanics is particularly loyal, which can be an important consideration for marketers targeting this group. Understanding these nuances can help in tailoring marketing strategies and product offerings to better meet the needs and preferences of diverse consumer segments.