Consumer loyalty to brands

The Higher Council of Chambers, at the request of the OEPM and ANDEMA, has performed a study to determine the degree to which consumers are loyal to brands.

After receiving and analysing 1,400 questionnaires, they found that, in spite of the crisis, 46% of consumers continue to buy branded products and services, and that brand loyalty has been maintained across all social strata, irrespective of income.

Markers
According to the study, brand loyalty is greater in women aged 30-44, and increases among the over-65s.

68% of total expenditure on brands goes on products that are commonly found in Spanish households.

Regarding sectors, the greatest loyalty is to be found in the apparel and footwear sectors.

The factors that determine a decision on a branded product are:

• Quality
• Price
• Safety

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