Studies show that the consumer who restricts the number of stores visited, restricts the opportunity to be disloyal to the brands sold in the store. Therefore, store loyalty is a regulator of brand loyalty. The first reason was the need for choice simplicity. Facing a large amount of products can be overwhelming and consumers want to cut through choices to save time. Consumers want to go to the store, pick out their brand and spend less time comparing and choosing.
Many brands assure customers that they have made a wise choice that doesn t require second guessing.
The second reason for the rise in brand loyalty is that consumers feel the need for direction and authority. As consumers increasingly wish for fewer options, their need to respect the elite also grows. Americans increasingly cite a lack of authority at the core of the nation s problems. The number of people who state they would welcome direction in both their personal lives and in shopping also has increased. Brands have an opportunity to fill this void.