‘Loyalty’ means that a consumer has internalised the value promised.
The purchase becomes automatic.
This is different to habit, which is easily disrupted. Loyalty comes from the ‘gut’ and confirms there is no alternative.
The only choice for a loyal consumer is to go without if their store is out of stock, or go down the road to another retailer.
Marketers often (usually) mistake preference and habit for loyalty. Market research usually makes the same mistake, acting as confirmation to marketers.
I drink a fair bit of coffee, working from home, and doing the ‘thinking’ stuff in the morning. To feed the habit, I buy a particular brand of coffee beans, almost always when it is on special. I also tend to ‘pantry-stock’.
The ‘normal’ shelf price is close to $40 a kilo. On special, it is usually $20 -$25.
Is my buying habit loyalty, or is it better described as regular or preferred?
If I was truly a loyal consumer, I would buy my preferred brand at ‘full’ price, but I never do.
On occasions when I have run out, I buy an alternative brand closer to the now benchmark price of $20. it is my opportunity to check out other brands, usually one I am in some way familiar with, that happens to be on special that week.
No loyalty shown there, only preference when the circumstances are right for me. Subject to the performance test of now and again, buying a competitor, I stick with my preferred brand, for now.
