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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