2015零售行业品牌亲密度研究（英文版）_10页_3mb

Brand Intimacy Retail Report Summary

Core Content Overview

This report provides an analysis of Brand Intimacy Quotient (BIQ) scores across the retail industry in the U.S., Mexico, and UAE. It highlights the performance of top retail brands in each region, compares key archetypes and stages of intimacy, and offers insights into consumer behavior and brand loyalty.

Key Findings by Country

U.S. Retail

• Average BIQ: 40 (7 points above the global average of 33)
• Top Brands:
  • #1: Amazon (BIQ: 64)
  • #2: Whole Foods (BIQ: 60)
  • #3: Sephora (BIQ: 51)
• Archetypes:
  • Fulfillment is the leading archetype in the U.S. retail sector.
  • Indulgence is also a significant archetype.
• Consumer Behavior:
  • Target outperforms Walmart with a BIQ of 49 vs. 34.
  • Target has a stronger association with fulfillment (40 vs. 27), bonding (9% vs. 6.3%), and sharing (18% vs. 5%).
  • 35% of Target users are in some form of intimacy, compared to 28% for Walmart.
  • Amazon and Pizza Hut have the highest percentage of bonding consumers (12%).
  • The Home Depot and McDonald's rank 17th and 18th respectively.

Mexico Retail

• Average BIQ: 39 (6 points above the global average of 33)
• Top Brands:
  • #1: Liverpool (BIQ: 40)
  • #2: (BIQ: 31)
  • #3: Walmart (BIQ: 26)
• Archetypes:
  • Indulgence is the most popular archetype in Mexico.
  • Fulfillment is also significant.
• Consumer Behavior:
  • Pizza Hut outperforms McDonald's with a BIQ of 22 vs. 11.
  • Pizza Hut has higher levels of bonding (6%) and fusing (2%) compared to McDonald's (3% and 1%).
  • 30% of Pizza Hut users are in some form of intimacy, compared to 14% for McDonald's.
  • McDonald's is notable for having 12% bonding users, the third highest in the category.
  • Men 18-34 years old rank KFC as their most intimate retail brand.

UAE Retail

• Average BIQ: 39 (6 points above the global average of 33)
• Top Brands:
  • #1: (BIQ: 55)
  • #2: IKEA (BIQ: 51)
  • #3: Carrefour (BIQ: 46)
• Archetypes:
  • Fulfillment and Indulgence are the leading archetypes in the UAE retail sector.
• Consumer Behavior:
  • McDonald's outperforms Subway with a BIQ of 34 vs. 23.
  • McDonald's has a higher percentage of bonding (6%) and sharing (20%) compared to Subway (3% and 6%).
  • 47% of McDonald's respondents are willing to pay 20% more for its products, compared to 13.3% for Subway.
  • Starbucks is the highest-ranked retail brand in the UAE, although its intimate customers are mostly in the sharing stage (55%).

Economic Context

• U.S. Retail Contribution to GDP: $2.6 trillion
• U.S. Retail Jobs Supported: 42 million
• U.S. Annual Retail Sales Growth (1993-2015): 4.5%
• Mexico Retail Net Sales (2013): $395 billion
• Mexico E-Commerce Sales Projections (2017): $9.04 billion
• UAE Retail Sector Growth (2015): 32.9%
• Wholesale and Retail Trade Share of Dubai's GDP (2013): 29.2%

Methodology

• Survey Conducted: Spring 2015 by Praxis Research Partners
• Sample Size:
  • U.S.: 3,000 consumers
  • Mexico: 2,000 consumers
  • UAE: 1,000 consumers
• Demographics:
  • U.S.: Age 18–64, annual household income ≥$35,000
  • Mexico and UAE: Socioeconomic levels A, B, and C
• Data Analysis:
  • Quotas were established to mirror census data for age, gender, income, and region.
  • Survey used insights from qualitative research on Brand Intimacy.
  • Analyzed through factor analysis, structural equation modeling, and other advanced techniques to identify drivers of brand intimacy.

Additional Insights

• Brand Intimacy is defined as the strength and depth of the relationship between consumers and brands, ranging from detached to highly intimate.
• Fusing is the highest stage of intimacy, indicating a deep, emotional connection.
• Target is recognized as the most intimate retail brand in the U.S., with a strong focus on fulfillment and bonding.
• Pizza Hut is the most intimate food retail brand in Mexico, with a significant presence in bonding and fusing.
• McDonald's is the most intimate retail brand in the UAE, with a strong emphasis on ritual, nostalgia, and indulgence.
• The report emphasizes the importance of brand intimacy in driving loyalty and consumer willingness to pay more.

About the Partners

• Praxis Research Partners:

  • Established in 2002
  • Led by three senior market research professionals
  • Specializes in branding, positioning, and optimization strategies
  • Offers over 60 years of strategic research experience

• MBLM:

  • The Brand Intimacy Agency
  • Integrates strategy, design, creativity, and technology
  • Aims to build stronger bonds between people, brands, and technology
  • Has offices in seven countries and a multidisciplinary team

Explore More

• Visit the interactive Brand Ranking Tool, industry snapshots, and country reports for deeper insights.
• Learn more about methodology and sources on the respective pages.