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Brand Loyalty in Washing Up Liquid – The Shopper Perspective
Evolution Insights Ltd, Aug 2010, Pages: 75
Evolution Insights presents detailed research, analysis and insight into shoppers’ motivations, behaviours and brand repertoire while considering and purchasing washing up liquid in-store - and the increasingly important role of shopper marketing at the point of purchase.
This report delivers detailed analysis of the brand repertoire of washing up liquid shoppers in the UK. It will enable you to profile washing up liquid shoppers by demographic and retailer; according to which brands they buy normally, buy occasionally and buy only when on promotion; those brands they are aware of but never consider, and those they are not aware of.
The report also examines the key drivers of brand choice and loyalty among different washing up liquid shoppers, and relates differences in these to their influence on brand repertoire. Additionally, it investigates shoppers’ perspectives on the influence of increasing promotions and range rationalisation, and the impact of shopper marketing at the point of purchase.
Aimed at FMCGs, retailers and in-store creative agencies, the report will help you to:
- Profile washing up liquid shoppers by demographic and retailer according to which brands they buy normally, buy occasionally, and buy only when on promotion; those brands they are aware of but never consider; and those they are not aware of.
- Ascertain different shoppers’ drivers of choice and loyalty when considering and purchasing washing up liquid brands, and the influence of these on their brand repertoire.
- Analyse the average size of brand repertoire among washing up liquid shoppers according to demographic, retailer and drivers of brand choice.
- Examine the distribution and ranking of brands within washing up liquid for different shoppers by demographic and retailer.
- Identify the shopper perspective on which types of shopper marketing initiatives are most likely to encourage them to consider brands they wouldn’t otherwise have in their repertoire.
- Consider how washing up liquid shoppers would behave in response to range rationalisation at their favourite retailer.
- Ascertain washing up liquid shoppers’ perspectives on the increasing role of promotions and their effect on brand loyalty in-store.
Methodology
Research and analysis for this report is derived from a quantitative survey of 1,397 food & grocery shoppers in the UK, 1,165 who say they buy washing up liquid regularly. Secondary research includes government statistics, company and broker reports, news articles, trade and academic journals and Evolution’s in-house proprietary databases.
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