Consumer Loyalty: market research reports

There are typically four levels of consumer loyalty: “hard-core” loyal consumers, split loyal consumers, shifting loyal consumers, and “switchers”. Those in the “hard-core” category consistently buy from the same company or brand name every single time. Split consumers may be loyal to a few products distributed by a specific company, but not every product the business manufactures. Shifting loyalty consumers are typically loyal to a company for at least one product or service, but it may not be the same product/service every time they make a purchase. “Switchers” do not actually have loyalty to a specific company or brand; they are most often searching for the biggest money-saving opportunity, as such will purchase what meets their needs, regardless of the manufacturer.

Consumer loyalty is dependent upon a number of different factors: the consumer’s belief in the value of the product, their repetitive purchasing of the product/service, customer satisfaction, and consumer trust in the company are all highly influential to the level of their commitment.