Does Brand Loyalty Segmentation Work All the Time?

Does brand loyalty segmentation work all the time?

Introduction:

In order to achieve greater economic benefits, advertisers and marketers exert their best efforts to select a correct consumer segment. Therefore, there are a lot of ways to segment the consumers.For instance segmenting by consumers' lifestyle,consumers' consumption custom and psychographic segments. The one which will be discussed in this report is that the importance of using brand loyalty segmentation to the target comsumers. "Brand loyalty is the ultimate goal a company sets for a branded product.A company's main question in relation to selling their products or services use do be: How do I get people to buy my product?"(Marketing resource)According to Rossiter & Bellman. Brand loyalty as a propensity can completely determine purchase for some customers because "The purchase of a brand-item is caused mainly by awareness of it and preference for it.(brand awareness and brand preference are the two necessary communication objectives for all campaigns) "According to Rossiter & Bellman ,brand loyalty is extremely vital . However,Some people is holding different views.This paper will analysis about it.

Strengths:

Lynch and Sandra support Rossiter & Bellman's point of view.As a rule,The brand loyalty segmentation framework is often used in both commercial and social marketing and allows us to further analyse our target audience by identifying the awareness of and preference for a brand, or a behaviour, and thus the potential market for that behaviour.They used R&B's theory in their sun protection advertising campaign.The result is that,it really make sense. Using brand loyalty segmentation here,consumers can be divided into several categories."Dividing our population into these categories allows us to determine which target group has the most potential and/or greatest need for change".(Lynch&Sandra,2007)This proves, R&B''s saying can be really put into practice.

Somebody would have a doubt because a lot of research have proven that brand loyalty are using low involvement products.it seems that to increase brand loyalty for high involvement products is not easy,owing to consumers is always hesitating about the price in high involvement products consumption.However, in high involvement products selling,the brand loyalty is also very important."Keeping a current brand owner loyal is critical, because a customer is usually out of the market for several years once a purchase is completed" (Barry&Raj,1994).because of the inherent features and usage of durables, identifying the correct audience has a far-reaching significance.Further,in fact,a research is expressed by Olsen, that"The explained variance in category loyalty is 17% and 18% in the high- and low-involvement groups, respectively."(Olsen, 2007 )tell its own tale,there is a good relationship between brand loyalty and product involvement, also there is nearly no differences between high involvement product and low involvement product towards increasing brand loyalty. Thus,In a very wide range of areas, brand loyalty segmentation is useful.

Weakness

Nevertheless,someone hold their opinions that R&B's theory is not absolutely correct.Frank argue that"If customers belonging to different segments(high and low brand loyalty)have virtually identical incomes,personalities,and media exposures,the