Brand loyalty falls prey to bargain hunters

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By: Wise Marketer Staff |

Posted on December 19, 2002

A study of brand loyalty in Hong Kong has revealed that consumers are becoming less loyal to individual brands, increasingly taking advantage of special offers and promotions when buying groceries, according to marketing firm, Taylor Nelson Sofres (TNS).

The results of the TNS 2002 consumer survey, conducted in Hong Kong, showed that only 14% of consumers now buy the same brand every time, compared to 18% in 2001.

Over the same period, the number of consumers who say they often take advantage of special offers has risen to 27% in 2002 (up from 20% in 2001).

Own label popularity
And consumers are not only becoming more price-conscious; Their usage of private label products has also increased from 79% in 2001 to 88% in 2002.

In 2002, these purchases were mainly from supermarkets (78%), but also from personal care stores (46%) and convenience stores (29%).

Some 49% also indicated that they are likely to buy private label brands in the future, although this figure does not show any increase from the 2001 survey results.

The results of the telephone survey also show that, in particular, Park'N'Shop's two private label brands have been bought by more consumers than those of other supermarkets and personal care stores.