How Loyal Customers Can Be Drawn Away - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

How Loyal Customers Can Be Drawn Away

Men are attracted by quality while women look to prices

November 1, 2016 | Retail & Ecommerce

Females are more brand loyal than males, September 2016 research indicates. Most shoppers can be swayed by a different brand’s price or quality, but which appeals most depends on gender.

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

Multichannel loyalty and analytics company CrowdTwist surveyed 1,027 internet users ages 18 to 71 in North America about their perceptions of brand loyalty. More than a quarter (27.4%) of female respondents said they always buy their preferred brand—regardless of price, quality, convenience or brand promise. That compared to 21.3% of male respondents.

Better prices were the most likely factor to draw loyal women shoppers away from their preferred brands: 35.0% of female internet users said they sometimes buy their preferred brand but consider lower-priced alternatives. Slightly fewer male respondents felt the same way.

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. Some 28.8% of female internet users agreed.

Consumers may be loyal to a specific brand not only because of the price or quality of specific products, but also because of the brand’s loyalty program. But to have a killer loyalty program—one that not only helps bolster engagement, but sales as well—retailers must think big.

  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »