Ranking Brand Loyalty

This paper examines the concept of brand loyalty through the case study of seven coffee-consuming informants. The study uses in-depth interviews to examine the attitudinal and behavioral components of brand loyalty. The results show that Charles is the most brand loyal, followed by Wendy, Pamela, Frank, Sara, Ann, and Tom who shows the least brand loyalty due to his lack of inclination towards any specific brand.

Running Head: BRAND LOYALTY
Brand Loyalty

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Table of Contents
Brand Loyalty..................................................................................................................................0
Introduction......................................................................................................................................2
Research Methodology....................................................................................................................2
Ranking In Descending Order And Rationale Behind It.................................................................3
Conclusion.......................................................................................................................................4
References........................................................................................................................................6

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Introduction
In this paper (MacInnis, et al., 2014) we have to go through the case for brand loyalty, and we
have to rank seven informants discussed in the case in descending order from our understanding
of the term brand loyalty. We need to explain the rationale behind the same.
First, let us get to know what does brand loyalty mean? Brand loyalty means consumers stick to
buying products from brands from which they are buying over the years irrespective of price and
convenience issue. It may be due to that product which consumers are buying from their
respective brands are of high quality, and they keep on improving quality from time to time and
bring differences in their product packaging, etc. so customers remain satisfied and through word
of mouth they help companies in getting new customers while ensuring repeat purchases from
existing customers.
Research Methodology
In this paper, we will examine the brand loyalty of seven coffee consuming informants. For the
purpose of study mainly two components have been taken into consideration one is the
attitudinal component which specifies the liking for a specific brand and other is the behavioral
component which shows the percentage times a specific brand has been consumed. Data was
collected using the in-depth interview.

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Ranking In Descending Order And Rationale Behind It
1) The most brand loyal person (Hudson, et al., 2015) according to my study was Charles. His
choice of name is coffee connection espresso bean. His loyalty can be understood from the fact
that he has his machines installed in his home as well as at workplace. He likes the entire process
from making coffee every morning by himself to drinking of espresso. He even visits coffee
clubs and discusses with people over there about their choice of a brand which shows how much
he is passionate about it.
2) The second brand loyal person is Wendy who has been using Dunkin Donuts brand for many
years. It has become a part of her social circle. She even has friends who have been using the
same brand for a couple of years. She is very much addicted to it and rates herself on ten on 1 to
10 scale. He even has customized mugs, Dunkin Donuts calendar in his home which shows this
brand is a part of her life.
3) The next person is Pamela who’s favorite brand is Gevalia coffee brand. He is a chain smoker.
She enjoys drinking coffee a lot during commuting to work and even at her workplace. For many
years she used to drink coffee his parents purchased. It is during last five years that he got so
much attached to Gevalia coffee brand. He likes it as she does not have to go outside to buy as it
is automatically shipped to her house. The delivery is always on time, and she loves to see the
different varieties available in their catalog. She even through word of mouth communication
speaks positively about the brand to others.
4) After that comes Frank who is loyal to chock full of a nuts brand. Though he mentions he has
other favorite brands too such as Green Mountain and Hills Brothers but chock full of nuts is his
favorite, and he remains faithful to this brand.

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5) Next in line is Sara who’s favorite brand is Gevalia coffee brand. She is from farmers
background family and hates farmers coffee brand which people used to drink at his place. She is
a lesbian and has to face oppression issues. For her, this coffee brand shows a way of luxury,
unlike his background.
6) After Sara comes Ann. Her favorite brand is Star Market gourmet beans. She is brand specific
over elected periods of time. She prefers gourmet beans as it is readily available and also because
she can make use of different flavors and try different styles Though she was more inclined to
other brands during her marriage times. She remains brand specific for a period and after that
changes to some other brands.
7) The last one in our list of brand loyalty comes Tom. He makes use of several names and is
not inclined to anyone in particular. He makes use of chock full of the nuts brand which his
mother in law uses and it marks 50% of its usage. He also makes use of Folgers and Maxwell
house brand as his mother uses it and it marks 20% of its usage each. He even drinks Hill
brothers once in a while, and he also likes Starbucks. The main reason he is on the last list of our
brand loyalty is that he is not particularly inclined to any one brand. Moreover, he just makes use
of those labels because his mother and mother in law have been using such names over the years.
Conclusion
On the basis of our research (Visram , et al., 2016) we can conclude that Charles is the most
brand loyal person as he even has coffee machines at his work as well at his home for his

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favourite brand while Tom is the least brand loyal person because he makes use of so many
names and is not inclined to any specific brand.

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References
MacInnis, D. J., Park, C. W., & Priester, J. W. (2014). Handbook of brand relationships.
Routledge.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on
emotions, brand relationship quality, and word of mouth: An empirical study of music festival
attendees. Tourism Management, 47, 68-76.
Visram, S., Cheetham, M., Riby, D. M., Crossley, S. J., & Lake, A. A. (2016). Consumption of
energy drinks by children and young people: a rapid review examining evidence of physical
effects and consumer attitudes. BMJ open, 6(10), e010380.