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Annual Survey Of Shoppers Reveals Brand Loyalty Rebounding

The annual Top Brands study, which monitors consumers' unaided expectations for brand names at mass market retailers, finds that top labels such as Coke, Nike, Hanes, Crest, CoverGirl and Sony have weathered the recession and were stronger last year in 13 of the 17 categories that Retailing Today measures.

The surge in brand preference is noteworthy because it took place against the backdrop of one of the worst recessions anyone can remember, the publication says. The top brands also withstood efforts by retailers to reduce expenses and simplify operations by reducing assortments as well as to emphasizing their own brands, such as the relaunch of Great Value at Walmart and the introduction of Up & Up at Target.

Leo J. Shapiro & Associates conducted 1,028 telephone and online interviews during December 2009 to ensure a sample size representative of U.S. households. Consumers were asked whether they shopped in nationally known discount department stores, drug stores and superstores and which categories they shop. Then respondents were asked which brand they would want to buy if they were shopping for a product in a specific category.

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