25 o brand habit the customer purchases the brand

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o Brand habit – the customer purchases the brand habitually. o Brand loyalty – the customer is committed to the brand and becomes a brand advocate. Company could use the knowledge of the stages of brand loyalty in following manner to ensure that customers become and remain loyal: o Company must ensure that their branding is evident in all their promotional materials (such as advertisements on TV and outdoor advertising) It is important that potential customers recognise the promotional material they are exposed to as company’s material. o Company could ensure that customers try out one of their products available at outlets to try. This will ensure that customers experience brand trial. o Company needs to ensure that customer perceptions are met with the experience customers have with the company be it from promotional material, information on products and customer front line personnel. Should customers not feel that their perceptions of Distell are not being met, customers will choose an alternative brand o Company needs to ensure that customers choose product from among know available brands. This will be due to a more positive feeling customers have with company than other similar company brands. Company needs to ensure that customers be faced with a product choice from the competition that these customers will choose company brand above other brands. This can only be done with superior quality, individualised segment messages etc. o Company needs to ensure that their current customers will always choose company for any liquor decisions they wish to make. Their current customers should be contacted on a regular basis to determine whether their needs have changed in order for company to enjoy brand habit decisions from customer. o Brand loyalty will only occur if customers have made a psychological commitment to company. Company needs to not only stay abreast of customer needs, but also new options and choices customers expect to have available from a certain company such as… Should this not be the case customers might make use of other brands (in same genre) in future. A loyal consumer has a commitment toward a brand and is willing to pay a premium price for it, to exert more effort to buy the brand if it is out of stock and is less subject to competitors’ actions. Brand loyalty amongst customers can be segmented on the basis of: o Behavioural approach to brand loyalty – brand loyalty is seen as a function of past behaviour, but does not take into consideration brand commitment or brand vulnerability. o Cognitive approach to brand loyalty – the cognitive view takes customers’ attitudes into consideration, where favourable attitudes are said to drive repeat purchasing behaviour.
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