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Brand Loyalty: how important is it?ABSTRACTIn an attempt to examine the recent trends in brand loyalty, this research reviewed the recent brand loyalty literature and surveyed 95 primary grocery shoppers through personal interviews. To be parsimonious, only a single product, coffee, was included in the study. The differences in product attributes, factors influencing purchasing decisions, and demographical variables between brand-loyal and non-brand loyal consumers were tested. The results indicate that brand loyalty is still important to consumers and there are statistically significant differences in the variables tested between the two groups of consumers.
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