Americans and Brand Loyalty

Americans know what they like and once they find something that they deem of excellent quality and value, it would take an earthquake of 7.0 on the Richter scale to move them. This is especially true of consumer goods they purchase and use on a day to day basis that is coffee, deodorant, breakfast cereal etc. etc..They buy what they are comfortable with despite having to pay more or getting less for their precious dollar, they develop a fierce loyalty to those products they endorse.      Despite advertising dollars being poured into new products and selling them as superior, they know what they know and will go to the grave clutching those items they approve of most positively. I know people in America who have bought the same brand of automobile over 40-50-years of their life and refuse to be lured away by the latest imported cars from Europe or Asia take that Toyota, Honda, Hyundai, and Kia! They once proclaimed proudly to buy American and that meant keeping their hard-earned dollars within their borders. With the advancement of globalization and foreign corporate takeovers, it is harder to know when they are buying American as their dwindling dollars go zipping around the globe at lightning speed. Still when it comes to food items such as cereals or soups or macaroni and cheese they remain one brand loyal consumers to the bitter end. All this carries over in the clothing they wear and the ice cream they consume. Once they have found a brand that they deem best they will stay with it. That is why in America two soft drinks hold the lion share of the market, these are Coke and Pepsi. Ask any consumer of either of these brands and they will fervently tell you why one or the other is superior. (I happen to be a Coke drinker). No contest, right? On the other end of the spectrum let an American have a bad product introduction experience and that brand has made an enemy for life. Ask any American what he or she feels about let’s say a restaurant that just opened in town and you will find a friend for life or a bitter enemy. An American consumer offended is one who will never return for seconds. The average American will tell you which brands have earned his or her loyalty and also which have earned his or her disdain. They have a deep passion for the consumer goods available in their country and will defend to the death our right to support them.