Brand Loyalty in Lager – The Shopper Perspective

Evolution Insights Ltd, August 2010, Pages: 75

Evolution Insights presents detailed research, analysis and insight into shoppers’ motivations, behaviours and brand repertoire while considering and purchasing lager 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 lager shoppers in the UK. It will enable you to profile lager 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 lager 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 lager 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 lager brands, and the influence of these on their brand repertoire.
- Analyse the average size of brand repertoire among lager shoppers according to demographic, retailer and drivers of brand choice.
- Examine the distribution and ranking of brands within lager 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 lager shoppers would behave in response to range rationalisation at their favourite retailer.
- Ascertain lager 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, 516 who say they buy lager regularly. Secondary research includes government statistics, company and broker reports, news articles, trade and academic journals and Evolution’s in-house proprietary databases.

It takes approximately 5 days to deliver this report.

Key findings and summary

An introduction to brand loyalty and repertoire
- What is brand loyalty?
- What are the drivers of brand loyalty?
- What is brand repertoire?
- Why is brand repertoire so important to loyalty in food and grocery?
- What are the factors that influence brand awareness and brand repertoire?
- What is the average size of brand repertoire across the major grocery categories?
- What is the average awareness of brands across the major grocery categories?

Key issues and category in perspective
- What is the effect of the economic downturn on brand loyalty among shoppers?

Key issues and category in perspective: private label and brand loyalty
- What is the role of supermarket own label in brand loyalty?
- How do shoppers perceive supermarket own label brands in terms of price and quality?
- What proportion of shoppers are likely to purchase supermarket own label across the major food and grocery categories?
- What effect does supermarket own label have on the size of shopper’s repertoires?

Key issues and category in perspective: price promotions and brand loyalty
- What proportion of shoppers have bought a brand they wouldn’t normally consider in response to price promotion?
- How does this vary by category?
- What proportion say they would continue to buy this brand once the promotion ends?
- How does this vary by category?
- What proportion of shoppers’ repertoire do they only buy when on promotion?
- How does this vary by category?
- What is the role of declining brand trust among shoppers?

Key issues and category in perspective: range rationalisation and brand loyalty
- What effect can range rationalisation have on brand loyalty?
- What proportion of shoppers say they would go elsewhere if their regularly retailer stopped selling the brand they normally buy?
- How does this vary by category?

Key issues and category in perspective: the role of shopper marketing
- Why is shopper marketing important to brand loyalty?
- What shopper marketing initiatives would be likely to make shoppers consider a brand they wouldn’t usually?
- How does this vary by category?
- What shopper marketing initiatives exist for differentiating brands beyond price?
- What is the role of packaging in driving brand loyalty?
- How does this vary by category?
- Why is integrated marketing important?
- What is the role of digital media?

Brand loyalty in lager: the shopper profiled
- What proportion of UK grocery shoppers regularly buy lager?
- How likely is each shopper demographic to regularly buy lager?
- What is the retailer share of shoppers who regularly buy lager?

Brand loyalty in lager: shopper brand awareness and repertoire
- How does awareness of lager brands vary by demographic?
- How does awareness of lager brands vary by retailer?
- How does size of brand repertoire among lager shoppers vary by demographic?
- How does size of brand repertoire among lager shoppers vary by retailer?
- What proportion of brands do lager shoppers only buy when on promotion?
- How does the extent of promotional purchasing among lager shoppers vary by demographic?
- How does the extent of promotional purchasing among lager shoppers vary by retailer?

Brand loyalty in lager: brand awareness and repertoire
- What proportion of lager shoppers are aware of each brand?
- How does this vary by demographic and retailer?
- What proportion of lager shoppers have each lager brand in their repertoire?
- How does this vary by demographic and retailer?

Brand loyalty in lager: drivers of purchase
- What are the drivers of purchase among lager shoppers?
- How do these vary by demographic and retailer?
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- Brand loyalty in lager: appeal of shopper marketing initiatives
- Which initiatives would encourage lager shoppers to buy a brand they wouldn’t normally consider?
- How does this vary by demographic and retailer?

Brand loyalty in lager: promotional buying behaviour
- What proportion of lager shoppers say that price promotions would encourage them to buy a brand they wouldn’t normally consider?
- How does this vary by demographic?
- What proportion would continue to buy this brand after the promotion ends?
- What impact do price promotions have on the size of lager shoppers brand repertoire?

Brand loyalty in lager: the role of private label
- What proportion of lager shoppers buy private label?
- What effect does private label have on lager shoppers’ brand repertoire?

Brand loyalty in lager: the impact of range rationalisation
- What would lager shoppers do if their regular brand was discontinued at their local store?
- What proportion of lager shoppers would use a different store if their regular brand was discontinued?
- How does this vary by retailer?
- Which brands see the strongest loyalty in terms of the proportion of shoppers who would go elsewhere if their local store discontinued it?

Methodology

Glossary

- Amstel
- Bavaria
- Becks
- Birra Moretti
- Brahma
- Budvar
- Budweiser
- Carlsberg
- Cobra
- Coors Light
- Corona
- Fosters
- Grolsch
- Heineken
- Holsten Pils
- Kingfisher
- Kronenbourg
- Miller
- Peroni
- Pilsner Urquell
- Red Stripe
- San Miguel
- Singha
- Skol
- Sol
- Staropramen
- Stella Artois
- Tennents
- Tiger
- Tuborg
- Tyski
- Supermarket own label

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