Free shopper research paper from Evolution Insights, introducing the concept of brand loyalty and the role of in-store marketing in contrast to traditional above the line advertising.

1. Effect:
Commitment despite
alternatives
Action:
Repeat purchasing
Word of mouth
endorsement
Satisfaction /
experience to
date
Perceived value
of relative
quality
Perceived value
of reliability /
consistency
Heritage /
growing up with
brands /
nostalgia
Trust in
credibility of
company
Perception of
image by
association

2. that influences them to buy the
Normally buy
Consider and sometimes buy
Aware of but don’t consider
Not aware of

3. Category
Size of average shoppers’
repertoire (# brands)
% of which only bought when on
promotion
Lager 13.1 53.3
Shampoo 7.4 50.7
Yoghurt 7.2 47.5
Deodrorant 7.0 47.4
Coffee 4.2 46.2
Crisps 11.8 45.6
Tea 4.8 41.6
Laundry Detergent 4.7 41.2
Bread 4.7 40.4
Washing up liquid 3.2 40.3

4. 0 10 20 30 40 50 60
Competitions
Endorsements
In-store signage/displays
Off shelf display
Differentiators on packaging
Innovative packaging
Loyalty points
NPD
Vouchers
% who say it would make them consider/buy a brand they wouldn't usually

5. 0 5 10 15 20 25 30 35
Television/radio/magazine/billboard advert
A special offer making it the same price or
cheaper than your usual brands.
Display of products on end of aisle
A description of new or different benefits
listed on the packaging
% who say it would make them consider/buy a brand they wouldn't usually
Crisps Lager Shampoo Coffee Laundry Detergent Bread