Magazine article ADWEEK

Decisions, Decisions: CONSUMERS ARE CHOOSY WHEN MAKING PURCHASES

Magazine article ADWEEK

Decisions, Decisions: CONSUMERS ARE CHOOSY WHEN MAKING PURCHASES

Article excerpt

When it comes to shopping, consumers are seemingly open-minded--after all, just 4% say they only consider one brand when making purchases, according to new research from BuzzFeed and media agency network Wavemaker. But in reality, it's more complicated. A whopping 72% say they only consider two to four, which is why brand loyalty should always be a top consideration for brands.

Eighty percent of consumers say they're either somewhat loyal or very loyal to the brands they buy. The top factors that keep them coming back are products being worth the price (30%), brands providing superior quality products (24%) and brands doing what they say they will do (22%).

"Today's abundance of choice has brought about a significant paradigm shift in consumer loyalty," said Karima Zmerli, chief data science officer at Wavemaker "Consumers want to know: Does the brand include me, love me, and will it evolve over time to meet my needs? As marketers, we must evolve to more deeply understand these audiences--what attributes are most important to them, what actions they take along their journey, what touch points impact conversion and more--otherwise we risk being filtered out."

BY SAMMY NICKALLS

The top elements that keep consumers coming back to a brand

How loyal consumers are to the brands they purchase

30%  Very loyal
50%  Somewhat
     loyal
16%  Not very
     loyal
 5%  Not at
     all loyal

Note: Table made from pie chart.

How many brands consumers consider before buying

 4%  One
72%  Two to four
22%  Five
     to 10
 3%  11 or more

Note: Table made from pie chart. … 
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