Not all categories are created equal, with beauty seeing the strongest brand preference and routine playing the biggest role in food and beverage purchases. This suggests marketers need to be careful of having a one size fits all mindset and ensure their techniques are tailored to their specific sector

The reason why customers purchased from a particular brand (by category)

2% 4% 8% 4% 2% 6% 6% 6% 4% 7% 10% 7% 7% 8% 13% 11% 5% 6% 12% 10% 23% 21% 26% 19% 27% 24% 31% 21% 24% 25% 29% 30% 14% 21% 26% 37% 18% 55% 45% 40% 33% 41% 40% 37% 31% 36% 38% I prefer this brand to others ones available It’s simply a routine purchase I know it will be available I go out of my way to have this brand, it’s the only one I’d buy Switching seems too inconvenient

I prefer this brand to others ones available

It’s simply a routine purchase

I know it will be available

I go out of my way to have this brand,

it’s the only one I’d buy

Switching seems too inconvenient

Apparel/fashion

45%

24%

23%

7%

2%

Beauty products

55%

21%

10%

10%

4%

Financial products

40%

8%

25%

21%

7%

Office equipment and supplies

33%

29%

26%

7%

4%

Health and pharmaceutical goods

41%

19%

30%

8%

2%

Jewelry and accessories

14%

27%

6%

40%

13%

Manufacturing/raw materials

37%

21%

24%

6%

11%

Books and literature

6%

31%

26%

31%

5%

Food and beverage

36%

37%

17%

6%

4%

Home goods and furniture

38%

18%

5%

26%

12%

2% 4% 8% 4% 2% 6% 6% 6% 4% 5% 7% 10% 7% 7% 8% 13% 11% 5% 6% 12% 10% 23% 21% 26% 19% 27% 24% 31% 17% 26% 21% 24% 25% 29% 30% 14% 21% 26% 37% 18% 55% 45% 40% 33% 41% 40% 37% 31% 36% 38% I prefer this brand to others ones available It’s simply a routine purchase I know it will be available I go out of my way to have this brand, it’s the only one I’d buy Switching seems too inconvenient

I prefer this brand to others ones available

It’s simply a routine purchase

I know it will be available

I go out of my way to have this brand, it’s the only one I’d buy

Switching seems too inconvenient

Apparel/fashion

24%

45%

23%

7%

2%

Beauty products

4%

55%

21%

10%

10%

Financial products

8%

40%

25%

21%

7%

Office equipment and supplies

33%

29%

26%

7%

4%

Health and pharmaceutical goods

41%

30%

19%

8%

2%

Jewelry and accessories

40%

14%

27%

13%

6%

Manufacturing/raw materials

37%

21%

24%

11%

6%

Books and literature

31%

26%

31%

5%

6%

Food and beverage

36%

37%

17%

6%

4%

Home goods and furniture

38%

18%

26%

12%

5%

2% 4% 8% 4% 2% 6% 6% 6% 4% 5% Switching seems too inconvenient 7% 10% 7% 7% 8% 13% 11% 5% 6% 12% I go out of my way to have this brand, it’s the only one I’d buy 10% 23% 21% 26% 19% 27% 24% 31% 17% 26% I know it will be available 21% 24% 25% 29% 30% 14% 21% 26% 37% 18% It’s simply a routine purchase 55% 45% 40% 33% 41% 40% 37% 31% 36% 38% I prefer this brand to others ones available Apparel/fashion Beauty products Financial products Office equipment and supplies Health and pharmaceutical goods Jewelry and accessories Manufacturing/raw materials Books and literature Food and beverage Home goods and furniture

I prefer this brand to others ones available

It’s simply a routine purchase

I know it will be available

I go out of my way to have this brand, it’s the only one I’d buy

Switching seems too inconvenient

Apparel/fashion

45%

24%

23%

7%

2%

Beauty products

55%

21%

10%

10%

4%

Financial products

40%

25%

21%

7%

8%

Office equipment and supplies

33%

29%

26%

7%

4%

Health and pharmaceutical goods

41%

30%

19%

8%

2%

Jewelry and accessories

40%

14%

27%

13%

6%

Manufacturing/raw materials

37%

21%

24%

11%

6%

Books and literature

31%

26%

31%

5%

6%

Food and beverage

36%

37%

17%

6%

4%

Home goods and furniture

38%

18%

26%

12%

5%