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SSI INFORMS MULTICULTURAL BEAUTY

Brand Loyalty: Understanding Switching Behavior In The Multicultural Hair & Beauty Market

Brand Loyalty: Understanding Switching Behavior In The Multicultural Hair & Beauty Market

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Brand Loyalty - Is it a thing of the past? Quantification of Consumer Universe (Loyalists, Switchers & Non-Users). Understanding needs, behavior, and purchase journeys.

Brand Loyalty and Switching

Brand loyalty in the multicultural hair and beauty market is not dead. Although the steady flow of new products and brands entering the market often prompts consumers to try new things, three-quarters of surveyed African American and multiracial women said that they generally know which hair and beauty products and brands they like. However, consumers do not always behave the same way across all hair and beauty product categories. 

Behavior, Attitudes, and Building Loyalty

Although we tend to think of consumers who always buy the same brand as being loyal to that brand, consumers do not necessarily see it that way. Consumers are most likely to stay with a brand because it works well for them, and most likely to switch if they are dissatisfied with the results they are seeing.

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