The milestone study released today, entitled Losing Loyalty, The Consumer Defection Dilemma?, was designed to evaluate the global dynamic of consumer behavior on a granular level never before accessed.
Key findings demonstrate an industry-wide challenge - not a scoreboard on loyalty. An astounding one-third of the average CPG brand?s most loyal US consumers defected from the brand between 2007 and 2008, and many more reduced share of category spend with the brand. For the average brand, only 48 percent of highly loyal* consumers in 2007....