--- title: "Brand Buying Loyalty: What Makes consumers Go Back Again and Again?" description: Explore the reasons consumers stay loyal in their reported buying behaviours, as well as the motivations to switch brands from our latest report. image: https://info-profiles.kantar.com/hubfs/CUserssouthernrPicturesConsumer%20Loyalty.jpg --- - - - - [mailto:info@gmi-mr.com](mailto:info@gmi-mr.com) [![Kantar-Logo-Small-Use-Black](https://info-profiles.kantar.com/hs-fs/hubfs/logos/Kantar-Logo-Small-Use-Black.png?width=119&name=Kantar-Logo-Small-Use-Black.png)](http://www.lightspeedresearch.com) - [Home](http://www.lightspeedresearch.com/) - [Sample Audiences](http://www.lightspeedresearch.com/sample-audiences/) - [Quality Suite](http://www.lightspeedresearch.com/sample-audiences/quality-suite/) - [Panel Profiling](http://www.lightspeedresearch.com/sample-audiences/panel-profiling/) - [B2B Panels](http://www.lightspeedresearch.com/sample-audiences/business-to-business-panels/) - [Custom Panels](http://www.lightspeedresearch.com/sample-audiences/custom-panels/) - [Millennial Panel](http://www.lightspeedresearch.com/sample-audiences/vice-voices/) - [Research Solutions](http://www.lightspeedresearch.com/research-solutions/) - [Quick Turn Surveys](http://www.lightspeedresearch.com/research-solutions/lightspeed-quick-turn-surveys/) - [Survey Design](http://www.lightspeedresearch.com/research-solutions/survey-design/) - [Tracking Research Design](http://www.lightspeedresearch.com/research-solutions/tracking-research-design/) - [Integrated Technology Solutions](http://www.lightspeedresearch.com/research-solutions/integrated-technology-solutions/) - [Data Processing](http://www.lightspeedresearch.com/research-solutions/data-processing/) - [Ad Tracker](http://www.lightspeedresearch.com/research-solutions/ad-tracker/) - [Survey Programming](http://www.lightspeedresearch.com/research-solutions/ad-tracker/) - [Sample Only Services](http://www.lightspeedresearch.com/research-solutions/sample-only-services/) - [Data Services](http://www.lightspeedresearch.com/data-services) - [Data Appends](http://www.lightspeedresearch.com/data-services/data-appends/) - [Mobile](http://www.lightspeedresearch.com/mobile/) - [Mobile Solutions](http://http://www.lightspeedresearch.com/mobile/) - [Resource Center](http://www.lightspeedresearch.com/resource-center/) - [Events](http://www.lightspeedresearch.com/resource-center/events/) - [Demos](http://www.lightspeedresearch.com/resource-center/demos/) - [Case Studies](http://www.lightspeedresearch.com/resource-center/case-studies/) - [Blog](https://blog.lightspeedresearch.com/) - [General Inquiries](http://www.lightspeedresearch.com/contact-us/general-inquiries/) - [About Us](http://www.lightspeedresearch.com/about-us/) - [Leadership Team](http://www.lightspeedresearch.com/about-us/leadership-team/) - [Press Releases](http://www.lightspeedresearch.com/about-us/news-press-releases/) - [Why Lightspeed](http://www.lightspeedresearch.com/about-us/why-lightspeed/) - [Careers](http://www.lightspeedresearch.com/about-us/careers/) - [Regions](http://www.lightspeedresearch.com/about-us/regions/) - [Awards](http://www.lightspeedresearch.com/awards/) - [Contact Us](http://www.lightspeedresearch.com/contact-us/) # Kantar's Profiles Blog # Brand Buying Loyalty: What Makes consumers Go Back Again and Again? Posted by [Philippe Rondeau](https://info-profiles.kantar.com/author/philippe-rondeau) on Sep 11, 2019 ![](https://info-profiles.kantar.com/hubfs/CUsersaronsonaDesktopPhilippe_Rondeau%20(002).jpg) - [Tweet](https://twitter.com/share) In a time when choice is rife for consumers and disruption produces new opportunities regularly, understanding the factors that help or hinder your brand to be chosen by customers is vital. I was recently involved in a Kantar study that explored the reasons consumers stay loyal in their reported buying behaviours, as well as the motivations to switch brands. We interviewed 3657 people from the [Kantar Profiles Network](https://info.lightspeedresearch.com/profilesbook) across 12 countries (US, Brazil, UK, France, Germany, Spain, The Netherlands, India, Singapore, Indonesia, Mainland China and Korea) covering 11 categories of products and services. **What did we find?** ### **LOYALTY IS LARGELY SKEWED TOWARDS SERVICES** The level of loyalty reported by respondents varied significantly across categories as displayed in the chart below. The top four categories, however, were all-serviced based, with Mobile phone subscriptions/ internet services, PayTV or subscription video streaming services, Credit cards and Insurance services ranking highest for global loyalty. You can see a notable drop at personal care products (40%), ranking 5th, as loyalty continues to decline in consumer product categories. ![CUsersaronsonaDesktopLoyalty](https://info-profiles.kantar.com/hs-fs/hubfs/blog%20images/CUsersaronsonaDesktopLoyalty.png?width=723&name=CUsersaronsonaDesktopLoyalty.png)   ### **PRICE AND QUALITY MATTER MOST** The circumstances around choosing different categories of products and services varied greatly. If we look at the reason’s consumers choose to remain with the same brand, however, 'Cost' and 'Knowledge of quality' were reported to be the most influential for 90% of consumers. Habitual factors were the least impactful, with 'Repeat purchases' and 'Never having tried anywhere else' reported by just 35% of respondents. ![CUsersaronsonaDesktopReasons to Choose Brands](https://info-profiles.kantar.com/hs-fs/hubfs/blog%20images/CUsersaronsonaDesktopReasons%20to%20Choose%20Brands.png?width=712&name=CUsersaronsonaDesktopReasons%20to%20Choose%20Brands.png) ### **PRICE SENSITIVITY IS A KEY FACTOR FOR LOYALTY** In fact, 87% of consumers interviewed reported to shop around for the best prices and deals. This statement is reported for all the categories of product or services. ### **NEW RELEASES IMPACT FOOD OR DRINK PRODUCTS AND RETAIL DEFECTION THE MOST** How likely are consumers willing to test out a new brand in the marketplace? 8 out of 10 respondents stated they are 'in with the new' when it comes to trying food and drink brands. Retail (78%) had s a similarly high propensity, whereas Financial Services had the lowest intention to try a new brand (49%). At an overall level, defection appeared to be significantly higher in Asia and Americas regions than in Europe. ![CUsersaronsonaDesktopIntention to Try New Brands](https://info-profiles.kantar.com/hs-fs/hubfs/blog%20images/CUsersaronsonaDesktopIntention%20to%20Try%20New%20Brands.png?width=714&name=CUsersaronsonaDesktopIntention%20to%20Try%20New%20Brands.png)   **Explore more of the findings, including the country level data in the full Consumer Loyalty Report! ** *[![Download the Consumer Loyalty Report here!](https://no-cache.hubspot.com/cta/default/641505/edc45a75-9539-45e9-bdf1-e5a4dd2f125e.png)](https://cta-redirect.hubspot.com/cta/redirect/641505/edc45a75-9539-45e9-bdf1-e5a4dd2f125e)*   Topics: [Market Research Trends](https://info-profiles.kantar.com/topic/market-research-trends), [Market Research](https://info-profiles.kantar.com/topic/market-research), [Emotional Insights](https://info-profiles.kantar.com/topic/emotional-insights), [Digital Consumer](https://info-profiles.kantar.com/topic/digital-consumer), [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research), [MRX Trends](https://info-profiles.kantar.com/topic/mrx-trends), [Consumer Insights](https://info-profiles.kantar.com/topic/consumer-insights), [behavioral data](https://info-profiles.kantar.com/topic/behavioral-data) ### Subscribe to Email Updates ### Recent Posts ### Posts by Topic - [Marketing Research (46)](https://info-profiles.kantar.com/topic/marketing-research) - [Market Research (28)](https://info-profiles.kantar.com/topic/market-research) - [Marketing Research Data (28)](https://info-profiles.kantar.com/topic/marketing-research-data) - [modern surveys (27)](https://info-profiles.kantar.com/topic/modern-surveys) - [Mobile (26)](https://info-profiles.kantar.com/topic/mobile) - [Data Driven Marketing (21)](https://info-profiles.kantar.com/topic/data-driven-marketing) - [Market Research Trends (18)](https://info-profiles.kantar.com/topic/market-research-trends) - [Consumer Insights (17)](https://info-profiles.kantar.com/topic/consumer-insights) - [Online Sampling (15)](https://info-profiles.kantar.com/topic/online-sampling) - [Survey Design (15)](https://info-profiles.kantar.com/topic/survey-design) - [Blog Post (13)](https://info-profiles.kantar.com/topic/blog-post) - [Data Quality (13)](https://info-profiles.kantar.com/topic/data-quality) - [Digital Data Collection (12)](https://info-profiles.kantar.com/topic/digital-data-collection) - [Financial Services (11)](https://info-profiles.kantar.com/topic/financial-services) - [APAC (10)](https://info-profiles.kantar.com/topic/apac) - [Healthcare Research (10)](https://info-profiles.kantar.com/topic/healthcare-research) - [data series (10)](https://info-profiles.kantar.com/topic/data-series) - [Video (9)](https://info-profiles.kantar.com/topic/video) - [Digital Consumer (8)](https://info-profiles.kantar.com/topic/digital-consumer) - [data append (8)](https://info-profiles.kantar.com/topic/data-append) - [marketing research best practices (8)](https://info-profiles.kantar.com/topic/marketing-research-best-practices) - [mobile first (8)](https://info-profiles.kantar.com/topic/mobile-first) - [mobile marketing research (8)](https://info-profiles.kantar.com/topic/mobile-marketing-research) - [Research Quality (7)](https://info-profiles.kantar.com/topic/research-quality) - [marketing research technologies (7)](https://info-profiles.kantar.com/topic/marketing-research-technologies) - [marketing research trends (7)](https://info-profiles.kantar.com/topic/marketing-research-trends) - [thought leadership (7)](https://info-profiles.kantar.com/topic/thought-leadership) - [Ask the Expert (6)](https://info-profiles.kantar.com/topic/ask-the-expert) - [Context (6)](https://info-profiles.kantar.com/topic/context) - [Panels (6)](https://info-profiles.kantar.com/topic/panels) - [Social Media (6)](https://info-profiles.kantar.com/topic/social-media) - [data enrichment (6)](https://info-profiles.kantar.com/topic/data-enrichment) - [Innovation (5)](https://info-profiles.kantar.com/topic/innovation) - [MRX Trends (5)](https://info-profiles.kantar.com/topic/mrx-trends) - [Sourcing (5)](https://info-profiles.kantar.com/topic/sourcing) - [behavioral data (5)](https://info-profiles.kantar.com/topic/behavioral-data) - [Big Data (4)](https://info-profiles.kantar.com/topic/big-data) - [Honesty Detector (4)](https://info-profiles.kantar.com/topic/honesty-detector) - [Lightspeed FSG (4)](https://info-profiles.kantar.com/topic/lightspeed-fsg) - [Millennials (4)](https://info-profiles.kantar.com/topic/millennials) - [Online access panels (4)](https://info-profiles.kantar.com/topic/online-access-panels) - [Privacy (4)](https://info-profiles.kantar.com/topic/privacy) - [Respondent experience (4)](https://info-profiles.kantar.com/topic/respondent-experience) - [media buying (4)](https://info-profiles.kantar.com/topic/media-buying) - [mobile surveys (4)](https://info-profiles.kantar.com/topic/mobile-surveys) - [questionnaire design (4)](https://info-profiles.kantar.com/topic/questionnaire-design) - [Brand Advertisting (3)](https://info-profiles.kantar.com/topic/brand-advertisting) - [Infographics (3)](https://info-profiles.kantar.com/topic/infographics) - [Survey Engagement (3)](https://info-profiles.kantar.com/topic/survey-engagement) - [data search (3)](https://info-profiles.kantar.com/topic/data-search) - [disABILITYincites Partnership (3)](https://info-profiles.kantar.com/topic/disabilityincites-partnership) - [gdpr (3)](https://info-profiles.kantar.com/topic/gdpr) - [qualitative research (3)](https://info-profiles.kantar.com/topic/qualitative-research) - [quant vs. qual (3)](https://info-profiles.kantar.com/topic/quant-vs-qual) - [validation (3)](https://info-profiles.kantar.com/topic/validation) - [Amazon (2)](https://info-profiles.kantar.com/topic/amazon) - [Communities (2)](https://info-profiles.kantar.com/topic/communities) - [Customized Advertising (2)](https://info-profiles.kantar.com/topic/customized-advertising) - [Dynamic Sourcing (2)](https://info-profiles.kantar.com/topic/dynamic-sourcing) - [Emerging Markets (2)](https://info-profiles.kantar.com/topic/emerging-markets) - [Emotional Insights (2)](https://info-profiles.kantar.com/topic/emotional-insights) - [Holidays (2)](https://info-profiles.kantar.com/topic/holidays) - [Marketing & Insights Event (2)](https://info-profiles.kantar.com/topic/marketing-insights-event) - [Mobile Advertising (2)](https://info-profiles.kantar.com/topic/mobile-advertising) - [Mobile Banking (2)](https://info-profiles.kantar.com/topic/mobile-banking) - [Mobile Purchasing (2)](https://info-profiles.kantar.com/topic/mobile-purchasing) - [Prediction (2)](https://info-profiles.kantar.com/topic/prediction) - [Survey Health Score (2)](https://info-profiles.kantar.com/topic/survey-health-score) - [Survey Length (2)](https://info-profiles.kantar.com/topic/survey-length) - [Trackers (2)](https://info-profiles.kantar.com/topic/trackers) - [Voice Technology (2)](https://info-profiles.kantar.com/topic/voice-technology) - [facial coding (2)](https://info-profiles.kantar.com/topic/facial-coding) - [minipoll (2)](https://info-profiles.kantar.com/topic/minipoll) - [online surveys (2)](https://info-profiles.kantar.com/topic/online-surveys) - [panelist engagement (2)](https://info-profiles.kantar.com/topic/panelist-engagement) - [research on research (2)](https://info-profiles.kantar.com/topic/research-on-research) - [smart speaker (2)](https://info-profiles.kantar.com/topic/smart-speaker) - [visualization (2)](https://info-profiles.kantar.com/topic/visualization) - [weighting data (2)](https://info-profiles.kantar.com/topic/weighting-data) - [Clients (1)](https://info-profiles.kantar.com/topic/clients) - [Data Breach (1)](https://info-profiles.kantar.com/topic/data-breach) - [Device Agnostic (1)](https://info-profiles.kantar.com/topic/device-agnostic) - [Ecommerce (1)](https://info-profiles.kantar.com/topic/ecommerce) - [Empathetic Questioning (1)](https://info-profiles.kantar.com/topic/empathetic-questioning) - [Multicultural Research (1)](https://info-profiles.kantar.com/topic/multicultural-research) - [PCs (1)](https://info-profiles.kantar.com/topic/pcs) - [Political Profiler (1)](https://info-profiles.kantar.com/topic/political-profiler) - [Predictive Analytics (1)](https://info-profiles.kantar.com/topic/predictive-analytics) - [Research Skills (1)](https://info-profiles.kantar.com/topic/research-skills) - [Science of Prediction (1)](https://info-profiles.kantar.com/topic/science-of-prediction) - [Talent Management (1)](https://info-profiles.kantar.com/topic/talent-management) - [US election (1)](https://info-profiles.kantar.com/topic/us-election) - [audience targeting (1)](https://info-profiles.kantar.com/topic/audience-targeting) - [eWallets (1)](https://info-profiles.kantar.com/topic/ewallets) - [emerging talent (1)](https://info-profiles.kantar.com/topic/emerging-talent) - [esomar (1)](https://info-profiles.kantar.com/topic/esomar) - [health tech (1)](https://info-profiles.kantar.com/topic/health-tech) - [location services (1)](https://info-profiles.kantar.com/topic/location-services) - [nonprobabliity samples (1)](https://info-profiles.kantar.com/topic/nonprobabliity-samples) - [probability samples (1)](https://info-profiles.kantar.com/topic/probability-samples) - [social listening (1)](https://info-profiles.kantar.com/topic/social-listening) see all © 2018, Lightspeed LLC - [Site Map](http://www.lightspeedresearch.com/site-map/) - [Privacy Policy](http://www.lightspeedresearch.com/privacy-policy/) - [Terms of Use](http://www.lightspeedresearch.com/terms-of-use/) [![Lightspeed](https://info-profiles.kantar.com/hs-fs/hubfs/Lightspeed-Sep2016/images/logo_orange_footer.png?width=124&name=logo_orange_footer.png "Lightspeed")](http://www.lightspeedresearch.com)[![](https://info-profiles.kantar.com/hs-fs/hubfs/logos/LightspeedHealth_Footer_Logo_orange_rollover.png?width=200&name=LightspeedHealth_Footer_Logo_orange_rollover.png)](http://www.lightspeed-health.com)[ ![](https://info-profiles.kantar.com/hs-fs/hubfs/logos/FSG_Footer_1.png?width=201&name=FSG_Footer_1.png)](http://www.lightspeedfsg.com)