Loyalties, Divided
1. Home Improvement
  answered question 456
 
skipped question
4
  Response
Percent
Response
Count
Home Depot
36.8% 168
Lowes
18.9% 86
Both
16.4% 75
Neither
27.9% 127
Why?
view
314
2. Apparel
  answered question 456
 
skipped question
4
  Response
Percent
Response
Count
J Crew
13.6% 62
Banana Republic
18.9% 86
Both
9.0% 41
Neither
58.6% 267
Why?
view
285
3. Coffee
  answered question 460
 
skipped question
0
  Response
Percent
Response
Count
Starbucks
37.4% 172
Dunkin Donuts
17.2% 79
Both
11.3% 52
Neither
34.1% 157
Why?
view
329
4. Carrier
  answered question 455
 
skipped question
5
  Response
Percent
Response
Count
AT&T
30.5% 139
Verizon
31.6% 144
Both
3.5% 16
Neither
34.3% 156
Why?
view
320
5. Toothpaste
  answered question 459
 
skipped question
1
  Response
Percent
Response
Count
Crest
32.0% 147
Colgate
21.1% 97
Both
15.7% 72
Neither
31.2% 143
Why?
view
306
6. Drug Store
  answered question 452
 
skipped question
8
  Response
Percent
Response
Count
CVS
30.1% 136
Walgreens
23.2% 105
Both
21.5% 97
Neither
25.2% 114
Why?
view
318
7. Club Store
  answered question 455
 
skipped question
5
  Response
Percent
Response
Count
Costco
44.6% 203
Sam’s Club
12.5% 57
Both
3.7% 17
Neither
39.1% 178
Why?
view
309
8. Hardware Store
  answered question 452
 
skipped question
8
  Response
Percent
Response
Count
True Value
10.0% 45
Ace
19.5% 88
Both
9.1% 41
Neither
61.5% 278
Why?
view
270
9. Automobile
  answered question 456
 
skipped question
4
  Response
Percent
Response
Count
Honda
21.5% 98
Toyota
15.4% 70
Both
9.2% 42
Neither
53.9% 246
Why?
view
296
10. Car Rental
  answered question 453
 
skipped question
7
  Response
Percent
Response
Count
Avis
11.3% 51
Hertz
19.9% 90
Both
8.8% 40
Neither
60.0% 272
Why?
view
285
11. Paper Towel
  answered question 453
 
skipped question
7
  Response
Percent
Response
Count
Bounty
44.6% 202
Viva
6.8% 31
Both
8.4% 38
Neither
40.2% 182
Why?
view
291
12. Hotel
  answered question 453
 
skipped question
7
  Response
Percent
Response
Count
Hilton
24.1% 109
Sheraton
7.3% 33
Both
11.9% 54
Neither
56.7% 257
Why?
view
264
13. Credit Card
  answered question 454
 
skipped question
6
  Response
Percent
Response
Count
Visa
35.5% 161
MasterCard
11.5% 52
Both
20.7% 94
Neither
32.4% 147
Why?
view
249
14. Sports Apparel
  answered question 455
 
skipped question
5
  Response
Percent
Response
Count
Nike
33.0% 150
Adidas
11.2% 51
Both
18.0% 82
Neither
37.8% 172
Why?
view
252
15. Shipping
  answered question 455
 
skipped question
5
  Response
Percent
Response
Count
FedEx
36.5% 166
UPS
13.8% 63
Both
32.3% 147
Neither
17.4% 79
Why?
view
242
16. Potato Chips
  answered question 452
 
skipped question
8
  Response
Percent
Response
Count
Lay’s
37.6% 170
Wise
4.2% 19
Both
5.1% 23
Neither
53.1% 240
Why?
view
254
17. Bottled Water
  answered question 447
 
skipped question
13
  Response
Percent
Response
Count
Aquafina
15.2% 68
Dasani
8.1% 36
Both
10.7% 48
Neither
66.0% 295
Why?
view
264
18. Music
  answered question 450
 
skipped question
10
  Response
Percent
Response
Count
Vinyl
7.6% 34
MP3
52.9% 238
Both
15.8% 71
Neither
23.8% 107
Why?
view
241
19. Shopping Bags
  answered question 457
 
skipped question
3
  Response
Percent
Response
Count
Paper
19.9% 91
Plastic
23.0% 105
Both
22.3% 102
Neither
34.8% 159
Why?
view
277
20. Can you name a brand or retailer (other than Apple) that’s done something extraordinary to earn your loyalty? If so, what did it do?
  answered question 333
 
skipped question
127
  Response
Count
view 333
21. Can you name a brand or retailer that disappointed you to a point where it lost your loyalty? If so, what went wrong?
  answered question 295
 
skipped question
165
  Response
Count
view 295
22. Is your employer:
  answered question 455
 
skipped question
5
  Response
Percent
Response
Count
Agency
46.6% 212
Manufacturer
8.6% 39
Service Industry
5.9% 27
Consulting Firm
11.9% 54
Marketing Services
8.6% 39
Media
2.2% 10
Academia
3.3% 15
Not-For-Profit
2.4% 11
Retail
2.0% 9
Other (please specify)
view
8.6% 39
23. If Manufacturer or Service industry, which Industry:
  answered question 153
 
skipped question
307
  Response
Percent
Response
Count
Apparel
0.7% 1
Automotive
3.3% 5
Computer/Software
6.5% 10
Consumer Electronics   0.0% 0
Financial Services
6.5% 10
Healthcare/Pharmaceutical
3.3% 5
Media/Entertainment
5.9% 9
Packaged Goods
30.1% 46
Restaurant
3.3% 5
Retail
9.8% 15
Telecomm
2.0% 3
Travel & Leisure
2.0% 3
Other (please specify)
view
26.8% 41
24. Size of Company:
  answered question 393
 
skipped question
67
  Response
Percent
Response
Count
Less Than $500MM
65.4% 257
$501MM - $999MM
12.2% 48
$1B - $2B
4.3% 17
$2B-$5B
5.6% 22
$5B- $10B
4.1% 16
$10B+
8.4% 33
25. Number of years in marketing:
  answered question 438
 
skipped question
22
  Response
Percent
Response
Count
More than 15
51.8% 227
Ten to 15
17.4% 76
Five to 10
16.7% 73
Fewer than 5
14.2% 62

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