Multi-brand loyalty emerges as marketing’s latest mantra

ARECENT STUDY by consultancy firm EY India noted that more than 50% of domestic consumers were switching products quickly, opting for private labels as they sought better value, price and pack sizes.

- VIVEAT SUSAN PINTO

This behaviour, the consultancy noted, is expected to grow, as consumers see no problem in introducing multiple brands into their grocery baskets.The insight is a telling reminder of how purchasing behaviour is evolving in the country. Quite simply, the days of brand loyalty are over. Consumers are open to experimentation, with repertoire—the propensity to buy multiple brands—becoming the new buzzword in marketing.