2017品牌忠诚度报告（英文版）_12页-1mb

报告摘要

Brand Loyalty Summary

Core Content

This document is a summary of the ThinkNow Affinity™ Brand Loyalty Report 2017, which explores the brand loyalty behavior of different consumer segments, including Hispanics, White Non-Hispanics, African-Americans, and Asians. The report is based on an online survey conducted via ThinkNow Research's Omnibus Study in January 2017, with a sample size of 1,250 respondents.

The report provides insights into brand switching behavior and purchase behavior across various household product categories, such as Laundry Detergent, Toothpaste, Bottled Water, Toilet Tissue, Dishwashing Soap, Paper Towels, and Shampoo.

Main Findings

Brand Loyalty Levels

Hispanics exhibit brand loyalty levels similar to the Total Market, indicating that they are not inherently less loyal than other groups.
White Non-Hispanics show the highest overall brand loyalty.
Asians demonstrate slightly lower brand loyalty compared to Hispanics and the Total Market.

Brand Switching by Category

Toothpaste and Laundry Detergent show the strongest brand loyalty across all tested categories.
Hispanics have similar loyalty to the Total Market in most categories, with non-Hispanic Whites being slightly more loyal and Asians being slightly less loyal.

Purchase Behavior When Brand is Unavailable

Hispanics are less likely to switch stores if their favorite brand is unavailable.
Asians are more likely to buy an alternate brand or go to another store.
The Bicultural segment of Hispanics (those who are fluent in both Spanish and English) is the most loyal when their favorite brand is not available.
The Less Acculturated segment of Hispanics shows the lowest levels of loyalty.

Key Information

Sample Profile

Metric	Hispanics (n=501)	White (n=250)	African-American (n=250)	Asian (n=249)
Male	51%	50%	48%	47%
Female	49%	50%	52%	53%
Age	37 (mean)	42	39	40
18 to 34	46%	34%	41%	39%
35 to 64	54%	66%	59%	61%
Mean age	37	42	39	40
Under $40,000 (Net)	45%	28%	52%	23%
$40K – $79K (Net)	26%	32%	26%	29%
$80K plus (Net)	22%	34%	15%	41%
Median income ($000)	$52	$68	$45	$76
Census Region: Northeast	14%	19%	17%	21%
Midwest	9%	26%	17%	12%
South	37%	35%	57%	23%
West	40%	20%	9%	44%
Educational Attainment: Less than high school graduate	6%	3%	6%	3%
High school grad/GED	22%	22%	24%	4%
Some college/AA/trade/technical school (NET)	39%	38%	44%	26%
Bachelor's degree or higher (NET)	33%	37%	27%	67%

Language and Origin

Language Spoken at Home:
- Spanish only: 11%
- Spanish mostly: 24%
- Spanish and English equally: 36%
- English mostly: 19%
- English only: 11%
Country of Origin:
- Mexican/Mexican American: 64%
- Puerto Rican: 10%
- South American: 10%
- Cuban: 9%
- Central American: 5%
- Dominican: 4%
Acculturation:
- Less Acculturated: 18%
- Bicultural: 56%
- More Acculturated: 26%

Summary

The report highlights that Hispanics are not inherently less loyal to brands compared to the Total Market, and that brand loyalty varies by product category. While White Non-Hispanics show the highest loyalty overall, Hispanics demonstrate similar or comparable levels of loyalty across most product categories. Asians show slightly lower brand loyalty.

When a favorite brand is unavailable, Hispanics are less likely to switch stores compared to other groups. The Bicultural segment of Hispanics is the most loyal, while the Less Acculturated segment is the least loyal.

The survey also provides demographic data, including age, income, region, and education level, which helps in understanding the broader context of consumer behavior. The sample profile shows that Hispanics are a diverse group in terms of language, origin, and acculturation levels, which can influence their brand loyalty and purchasing behavior.

This data is valuable for CPG brands looking to understand and engage with Hispanic consumers, especially in terms of brand loyalty and switching behavior.

展开完整摘要