YOU CAN SAY WHAT YOU LIKE AND I WILL BUY WHAT I LIKE I am sure that few people really go into a shop and on seeing a cheaper od better option say about the product they purchased last time – ‘stick your brand’. I suspect that it is not that aggressive or overt. That […]

YOU CAN SAY WHAT YOU LIKE AND I WILL BUY WHAT I LIKE I am sure that few people really go into a shop and on seeing a cheaper od better option say about the product they purchased last time – ‘stick your brand’. I suspect that it is not that aggressive or overt. That said there is an increasing volume of evidence suggesting a decline in brand loyalty and increasingly flighty behaviour by consumers. This is the second in a series of five articles in this week’s edition of THE REPORT addressing changes in consumer behaviour. Few changes have caused more consternation than the decline in brand loyalty – given the sums many businesses have invested in building it. I would argue that while real, this problem is not as great as many suggest. Certainly there are a large number of brands that continue to attract high levels of…