It would seem Canadians aren’t big on brand loyalty.
Fewer than half the Canadians who bought a major home appliance between May 2008 and April 2009 purchased the same brand as they had before, according to a study of buying habits carried out by the NPD Group. The New York-based research firm found a majority of Canadians were motivated more by features on appliances rather than brand loyalty. Nearly six out of 10 Canadians cited product features as an important reason for selecting a particular brand. The survey found only one in four consumers reported sticking with the same brand they had previously owned. The company surveyed 7,130 Canadians who reported making an appliance purchase between May 2008 and April 2009. Results are accurate to within plus or minus 1.2 per cent, 19 times out of 20. The survey also found four in 10 consumers reported consulting at least one online information source prior to shopping for a major appliance. Of that number, 21 per cent visited retailer websites, compared to 18 per cent who sought out the manufacturer’s website.