Attitudinal loyalty is when a customer chooses to be loyal because of a positive brand preference (a brand fulfils key functional and/or emotional needs or the customer has an emotional affiliation with the brand). Attitudinal loyalty does not necessarily equate to behavioural loyalty and does not necessarily mean that the customer is a large user of the brand.
Behavioural loyalty is when a customer continues to buy/use a particular product, service or brand (at least as much as before). But there are a number of different reasons for this, including:
- Attitudinal loyalty/Active Loyalty; "I have a positive brand preference"
- Apathy/Habitual Loyalty; "I can't be bothered, too much hassle, they're all the same", etc.
- Captive loyalty; I'm stuck in something I don't like but it's difficult to switch" (cost, barriers, availability, etc.)
[WEBINAR] Future trends - Five disruptors & the implications for healthcare market research
Join our July 16 webinar, and follow two of our experts in innovation and futures as they guide you through each of five disruptors, the implications for pharma and explore innovative market research solutions for each. This virtual playbook will help you navigate the complexities of the future.
[WEBINAR] The Future of Snacking: Bite-Size Insights
On June 25, join us for a complimentary webinar featuring highlights from Spring 2019 FIVE report, with new data exploring what Canadians eat and drink across all categories/brands, occasions and venues, both at home and away from home, reveal snacking consumption patterns and attitudinal traits driving behaviour today.