In a highly competitive environment, all brands are subject to the same imperatives of seduction and, above all, sustainable customer loyalty.To evaluate the effectiveness of the strategies put in place in this area, Generix Group and the Toluna Institute have realisé an online survey from August 25 to 29, 2014 with a representative sample of 1000 people. In all honesty, the latter have expressed their conception of brand loyalty, exposed its justifications as well as the rewards to which it must be the object according to them.
In short :
On average, one Frenchman out of two considers himself loyal to two or three brands.For the French, being loyal to a brand is mainly recommending it around you (58%) and systematically buying products of the same brand (54%).For 42% of respondents, this attachment must be justified by the brand's propensity to reward their loyalty.Although they seek rewards for their loyalty, only 6% of French people feel that it is rewarded at its true value.Experienced by this feeling of ingratitude, their reactions are divided between resignation (58%) and reprisals (42%).
The French and brand loyalty: a full but not conditional commitment
Words and de
eds For the French, being faithful to a brand means associating words and actions, first of all words.
According to 58% of respondents, being attached to a brand means recommending it around you. An expression of fidelity close to proselytism and widely acclaimed by women (64%),
followed by action. For 54% of French people, loyalty means systematically buying the same brand. A pragmatic vision of attachment particularly carried by men (57% versus 51% for women). More radical, 17% of respondents believe that being loyal means not buying a product from another brand even when …
