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.
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.