For Brand-Loyal Mothers, Quality and Consistency Are Key - eMarketer

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For Brand-Loyal Mothers, Quality and Consistency Are Key

Getting a good value is also important

November 17, 2016 | Marketing

There are quite a few reasons why US mothers might love a brand—and why they stay loyal to one—August 2016 research uncovered. For most, it’s all about quality and consistency.

Primary Factor that Makes US Mother Internet Users Love a Brand, Aug 2016 (% of respondents)

Indeed, among the 48.3% of respondents who are loyal to a product brand, 58.2% said that the main reason they love a brand is because of these qualities, according to a survey from Collective Bias, an influencer marketing company focused on retail.

Roughly one in five US mother internet users said they love a brand most because they’re getting a good value for their money. Nostalgia was also a factor. Some 2.3% of respondents said they loved a brand because it brings back fond memories. Advertising, which brands spend a lot on, was not much of an influence. Just 1.4% of US mother internet users said it was the primary thing making them loyal.

Primary Attitude Toward Buying from Their Preferred Brand Among Internet Users in North America, by Gender, Sep 2016 (% of respondents in each group)

Females are more brand loyal than males, research from CrowdTwist revealed. But despite how much a person may love a brand, most shoppers can be swayed by a different brand’s price or quality, but which appeals most depends on gender. For example, more than a quarter of female respondents said they always buy their preferred brand—regardless of price, quality, conveninence or brand promise.

What did draw men to a less-preferred brand was quality. The largest share of male respondents, 35.7%, said they sometimes buy items from their preferred brand but would consider other options that offer better quality.

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