18
sensitive. Then we can see so clearly,
there was an enormous
level of resentment
and
frustration among customers which
was not reflected in the surveyed
measures of satisfaction that were used
The
concept of
general
liking:
people simply
like a brand, and
this
liking cannot
be explained completely by their perception and beliefs about the brand’s
attributes. Another measure of liking is reflected in the additional price that
customers
would
be
willing
to
pay
to
obtain their brand and the price advantage
that competitors would have to generate before they could attract a loyal buyer.
The
strongest
brands,
the
ones
with
extremely
high
equity,
will
have
a
large
number of committed customers.
Committed
Buyer
Likes the Brand -
Considers It a Friend
Satisfied Buyer - with
Switching Costs
Satisfied / Habitual Buyer
No Reason to Change
Switchers / Price Sensitive
Indifferent
-
No Brand Loyalty
Figure 2.3 The Loyalty Pyramid
The levels of brand loyalty are:
1. The bottom loyalty level is the no loyal buyer who is completely indifferent to the
brand. This buyer might be termed a switcher or price buyer
2. The second level includes buyers who are satisfied with the product or at least not
dissatisfied.
 |