Brand Loyalty in Coffee: The Shoppers Perspective
Report description
The report also examines the key drivers of brand choice and loyalty among different coffee shoppers, and relates differences in these to their influence on brand repertoire. Additionally, it investigates shoppers’ perspectives on the influence of increasing promotions and range rationalisation, and the impact of shopper marketing at the point of purchase.
Aimed at FMCGs, retailers and in-store creative agencies, the report will help you to:
* Profile coffee shoppers by demographic and retailer according to which brands they buy normally, buy occasionally, and buy only when on promotion; those brands they are aware of but never consider; and those they are not aware of.
* Ascertain different shoppers’ drivers of choice and loyalty when considering and purchasing coffee brands, and the influence of these on their brand repertoire.
* Analyse the average size of brand repertoire among coffee shoppers according to demographic, retailer and drivers of brand choice.
* Examine the distribution and ranking of brands within coffee for different shoppers by demographic and retailer.
* Identify the shopper perspective on which types of shopper marketing initiatives are most likely to encourage them to consider brands they wouldn’t otherwise have in their repertoire.
* Consider how coffee shoppers would behave in response to range rationalisation at their favourite retailer.
* Ascertain coffee shoppers’ perspectives on the increasing role of promotions and their effect on brand loyalty in-store.
* Understand the role and influence of private label in brand loyalty and repertoires.
* View the coffee category in perspective by comparing it to other major food and grocery categories
* Identify and understand the key issues and drivers currently shaping shoppers' brand loyalty, including the impact of recession, role of private label and the role of shopper marketing.
Methodology
Research and analysis for this report is derived from a quantitative survey of 1,397 food & grocery shoppers in the UK, 937 who say they buy coffee regularly. Secondary research includes government statistics, company and broker reports, news articles, trade and academic journals and Evolution’s in-house proprietary databases.
Table of contents
Key findings and summary
An introduction to brand loyalty and repertoire
What is brand loyalty?
What are the drivers of brand loyalty?
What is brand repertoire?
Why is brand repertoire so important to loyalty in food and grocery?
What are the factors that influence brand awareness and brand repertoire?
What is the average size of brand repertoire across the major grocery categories?
What is the average awareness of brands across the major grocery categories?
Key issues and category in perspective
What is the effect of the economic downturn on brand loyalty among shoppers?
Key issues and category in perspective: private label and brand loyalty
What is the role of supermarket own label in brand loyalty?
How do shoppers perceive supermarket own label brands in terms of price and quality?
What proportion of shoppers are likely to purchase supermarket own label across the major food and grocery categories?
What effect does supermarket own label have on the size of shopper’s repertoires?
Key issues and category in perspective: price promotions and brand loyalty
What proportion of shoppers have bought a brand they wouldn’t normally consider in response to price promotion?
How does this vary by category?
What proportion say they would continue to buy this brand once the promotion ends?
How does this vary by category?
What proportion of shoppers’ repertoire do they only buy when on promotion?
How does this vary by category?
What is the role of declining brand trust among shoppers?
Key issues and category in perspective: range rationalisation and brand loyalty
What effect can range rationalisation have on brand loyalty?
What proportion of shoppers say they would go elsewhere if their regularly retailer stopped selling the brand they normally buy?
How does this vary by category?
Key issues and category in perspective: the role of shopper marketing
Why is shopper marketing important to brand loyalty?
What shopper marketing initiatives would be likely to make shoppers consider a brand they wouldn’t usually?
How does this vary by category?
What shopper marketing initiatives exist for differentiating brands beyond price?
What is the role of packaging in driving brand loyalty?
How does this vary by category?
Why is integrated marketing important?
What is the role of digital media?
Brand loyalty in coffee: the shopper profiled
What proportion of UK grocery shoppers regularly buy coffee?
How likely is each shopper demographic to regularly buy coffee?
What is the retailer share of shoppers who regularly buy coffee?
Brand loyalty in coffee: shopper brand awareness and repertoire
How does awareness of coffee brands vary by demographic?
How does awareness of coffee brands vary by retailer?
How does size of brand repertoire among coffee shoppers vary by demographic?
How does size of brand repertoire among coffee shoppers vary by retailer?
What proportion of brands do coffee shoppers only buy when on promotion?
How does the extent of promotional purchasing among coffee shoppers vary by demographic?
How does the extent of promotional purchasing among coffee shoppers vary by retailer?
Brand loyalty in coffee: brand awareness and repertoire
What proportion of coffee shoppers are aware of each brand?
How does this vary by demographic and retailer?
What proportion of coffee shoppers have each coffee brand in their repertoire?
How does this vary by demographic and retailer?
Brand loyalty in coffee: drivers of purchase
What are the drivers of purchase among coffee shoppers?
How do these vary by demographic and retailer?
Brand loyalty in coffee: appeal of shopper marketing initiatives
Which initiatives would encourage coffee shoppers to buy a brand they wouldn’t normally consider?
How does this vary by demographic and retailer?
Brand loyalty in coffee: promotional buying behaviour
What proportion of coffee shoppers say that price promotions would encourage them to buy a brand they wouldn’t normally consider?
How does this vary by demographic?
What proportion would continue to buy this brand after the promotion ends?
What impact do price promotions have on the size of coffee shoppers brand repertoire?
Brand loyalty in coffee: the role of private label
What proportion of coffee shoppers buy private label?
What effect does private label have on coffee shoppers’ brand repertoire?
Brand loyalty in coffee: the impact of range rationalisation
What would coffee shoppers do if their regular brand was discontinued at their local store?
What proportion of coffee shoppers would use a different store if their regular brand was discontinued?
How does this vary by retailer?
Which brands see the strongest loyalty in terms of the proportion of shoppers who would go elsewhere if their local store discontinued it?
Methodology
Glossary
Related research categories
By sector: Coffee (in Hot drinks)
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The office is closed during weekends.
Current time at just-drinks headquarters: 3:33am (Wednesday, 19 June 2013)
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