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For Eg: Apple can sell their phones at any price and consumers will buy. This is an excellent measure of their brand loyalty.
If the customer is facing adverse conditions for a brand like price rise, availibilty issues, negative feedback from other consumers, change in the product etc. and yet the customer decides to buy that particular product then we can say the customer is brand-loyal.
On the other hand Brand-loyalty can never be tested in favourable conditions for the brand.
When consumer have alternatives/ substitutes of similar product under different brand names but consumer selects your product or if you are not visible on shelf still struggle to find and get your product, than we can say consumer is loyal.
A customer becomes loyal when there are repeat purchases with increase in quantity purchases in all economic circumstances.
Technically, a brand manager should never consider that the consumer is totally brand loyal or they are out of a job! It's a continual battle but if a consumer repeat buys, even when the product is difficult to acquire, then brand loyalty exists. For instance, if the brand is not available where they do the majority of their shopping, so they travel elsewhere to buy that one product. Competition, new product launches, product recalls etc all impact on this fragile loyalty, however.
When there are repetitive re-purchase we can say that customer are brand loyal. However not all re-purchase are due to brand loyalty. Some repurchases occur due low prices, monopoly, lack of alternatives etc.
Even when there are many substitute products there occurs re-purchase then we can say brand loyalty is there.
Customer can be declared brand loyal only if he/she satisfies below:
Shopping repetitively irrespective of discounts offers and promotions, seasonal and unseasonal.
Continue shopping even if the Sales staff is changed. Mostly now a days the customers are loyal to the sales team than the brand itself because it is the sales team which create and maintain the brand image in customers mind. The sales team are now a days building strong relationships with customers. This is beneficial for a brand but only for a specific period of time. The moment sales staff changes customers stops coming or changes his brand just because he's not comfortable with the new sales staff.
In todays world peoples mind are changing drastically. So being loyal to a particular brand is very rare. Either tastes change, style, trend, fashion which makes you change your brand because the current one must be specialising in few specific styles not all. You might find the latest fashionable ones in another stores.
That is why we say SURVIVAL OF THE FITTEST
When he becomes a brand ambassador
You can never say that your consumer is loyal to your brand unless your product don`t have a competitor in a complete offer, you`d rather say the consumer is loyal to the service you offer `Price VS service`, thus you need to offer always something that your competitors don`t. or pray that your consumer doesn`t discover what`s beyond.
