B. Evidences for Business Proposition 2: Businesses should focus on strengthening brand loyalty
● Evidence 1: Filipino consumers are more brand loyal than global peers
“An estimated 80 percent of Net-savvy Filipino consumers would buy new products from
familiar brands rather than switch to a new brand, according to a study recently released by market
research firm Nielsen.”
“Introducing innovations on established brands that are already trusted by consumers can
be a powerful strategy, Nielsen Philippines managing director Stuart Jamieson says in a
statement”. (Lucas, 2013)
Analysis
Apparently, consumers are said to have conflicting and hard-to-measure purchasing
patterns in the market, if not given sufficient attention. However, for most businesses, in order to
gain more sales, they conduct market researches that cover the buying behavior of consumers. In
the Philippines, Filipino consumers are found to have unique buying habits as they are constantly
being affected by certain factors.
Accordingly, the majority of the consumers tend to develop loyalty to brands that serve
