Among the seven informants, I would say Charles as the least brand loyal. The reason is he not care about the coffee brand but he cares about it is an espresso. Therefore, depending on the coffee type is more significant than the coffee brand. In the interview, he mentioned that “I really do not care about whether this is Coffee Connection or not. In the end, a good process can overcome limitations in any bean.” (Page 8) Charles enjoys the ritual of making coffee more than the actual tasting, he talks about his observation enthusiastically. Aside from that, Charles values discounts as that simulate him to purchase a certain brand. Despite Coffee Connection is the single brand of coffee bean that he bought, he might build up repetitive buying due to gaining personal benefits. To conclude, compared with other informants, he seldom shows proof that he is being loyal.
For who is the most brand loyal, I would say Wendy among the seven informants. Wendy has a high commitment toward one specific brand – Dunkin’ Donuts. Coffee has become a significant essential, she even has a fixed schedule of when to drink. She is physically addicted to coffee but due to health problem need to lower her amount into a reasonable range. As Wendy is a person who follows routine, it became natural for her to keep visiting the same brand for 20 years already. She still even remembers the first time that she encountered Dunkin’ Donuts after a long duration, implying that it places an important position in her life. Not only that, she is so addicted to the brand that she even owns a collection of branded coffee mugs and a calendar placed in her kitchen.
During the interview, she confidently declares that she is “definitely committed to Dunkin’s Donuts.” (page 15). She stands in the shoes for Dunkin’ Donuts, she will feel guilty if she ever left and feel bad if other new competitors coming to their territory and steal customers. In general, Wendy fully exhibits her love to Dunkin’ Donuts by her ongoing desire, saying it is the “ultimate brand” (page 15) and “I won’t go anywhere because I really don’t need to.” (page 15) She never felt bored of drinking even though there are many new available options. She is not a variety-seeking person who has eager to switching brands over time.
The way of how I distinguished whether each informant is brand loyal or not is based on their response and feelings of their preferred brand in the interview. Also, by evaluating the extent they like the brand through their actions.
The difference between Pamela and Sara is that Pamela drinks Gevalia as to something that she needs to function every day while Sara drinks Gevalia to make her feel good. In my opinion, Pamela is more loyal to the coffee brand Gevalia because she is reliant on the product and is unlike Sara who thinks that Gevalia is a luxury. Despite Sara getting to know Gevalia in a “developmentally crucial time” (Page 12), she recognizes Gevalia as an emotional want of being self-indulgence and different. Conversely, Pamela have a greater interest in drinking coffee, she even had to cut down the amount due to doctor orders for the betterment of her health. This indicates she has a strong attachment to coffee and in her life coffee plays the role of “required prop” for various purposes, meaning that she can’t live without it.
Besides, Pamela has introduced Gevalia toward her friend and even purchased other product- dinnerware from spending time looking at the catalogue. Pamela is highly involved in knowing more about the brand, even though Pamela has the chance of trying another brand, she never loses her confidence and passion of Gevalia by stating that “see no point in changing.” (Page 11) Loyal customer like Pamela is less likely to get influence by marketing information and/or develop large attention of other competitors nearby. It raises the possibility that she will be staying long term. This above actions further demonstrate her continuous support and recognize Gevalia as the “best of the best”. Therefore, this justifies my standpoint that Pamela is more loyal to the coffee brand Gevalia simply because she is not easily driven by having imitative feeling plus enthusiastic to let others share her enjoyment and having high praise.
Frank is not highly brand loyal in the sense that he is routine-oriented, means that he is “prone to forming habits” (Page 8). This personality allows him to naturally stick to the brand that he is familiar with. At the same time, he can be considered as brand loyal in the sense that the action of keep consuming the same coffee brand means brand loyalty. He thinks that it is comfortable to drink it every morning. “Chock Full O’Nuts” is the brand that changes his attitude toward coffee from hate to enjoy as he felt satisfied with the taste hence own good impression and is cheap. However, he also admitted that he enjoys other brands for different usage occasions, represent that he is selective in choosing the best for each scenario. Thus, based on how each defines brand loyalty will affect whether if Frank is considered as brand loyal.
If I am a band manager in the coffee industry, I would choose Wendy as an ideal customer. As a brand manager, it is my responsibility to identify profitable and long term consumer which is important to keep. By having a loyal customer, it has insurance that he or she certainly will keep coming back. Wendy can also become a perfect candidate in offering promotion for the brand as she has a high familiarity with the product and service of Dunkin’ Donuts. She can also write reviews and share her personal stories to bring comers. Wendy able to improve the credibility of the brand, letting people who never come might willing to try.
Reference:
Fournier, S., & Yao, J. (1998). A Case for Brand Loyalty. Harvard Business School, 1-24
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