The Comparative Research Of Multi-loyalty Between Durable Consumer Goods And Fast Moving Consumer Goods

In real life, customers buy several brands belong the same product category increasingly become a common phenomenon. Not only theorists, but also the marketers have both found that customer loyalty is gradually declining, customers are no longer solely love or continue to choose a certain brand, always tend to purchase multiple brands which belong to the same product category. The behavior of purchase multi-brand has become a common phenomenon, that also in line with the life cycle of customer loyalty development process in theory. However, the historical literature of multi-brand loyalty from the customers shows the theorists took no count of the phenomenon of multi-brand buying, little research, and those studies are not comprehensive and systematic enough, the start research time is late in our country, it is a contradictory to the reality of the common of multi-brand loyalty. After60years of development, the researchers unanimously agree that we must proceed from the two dimensions of attitudes and behavior when we research customer loyalty.The historical research data indicate that the research of customer loyalty mostly focused on the market of material and consumer goods. Maybe due to the high price, long use cycle, cautious buying, low-frequency purchases of durable consumer goods, the research on the loyalty to durable consumer goods is very less, needless to say, research on the differences of customer loyalty between durable consumer goods and fast moving consumer goods. For that reason, this study determines to explore the differences of customer loyalty between durable consumer goods and fast moving consumer goods, to provide a theoretical supported to make right marketing decisions for those companies who produce durable consumer goods or fast moving consumer goods.Firstly, we reviewed the research literature of multi-loyalty of customer both in domestic and foreign, based on the line of time. And putting forward my own views of "duo" in multi-loyalty, we think:multi-loyalty customer is loyalty to multiple brands belong to the same product category, rather than loyalty to a number of brands which belong to different categories. According to this, we define the connotation of the multi-loyalty of customer, and briefly discuss the relationship between single-loyalty, multi-loyalty and no-loyalty. In the same time, we also explain the reason of why customer is multi-loyalty and how to measure the multi-loyalty of customer.Secondly, we carefully select milk as the representative of the fast moving consumer goods and select mobile phone as the representative of the durable consumer goods, and design the different survey methods according to the different characteristics of those two products, in which we use diary method and questionnaire survey to collect the loyal data of milk customers, but just use questionnaire survey to collect the loyal data of mobile phone customers. Then we screen the type of loyal customer on the basis of the chart of loyalty distribution, after that, we select the sample of multi-loyalty and compare the different of the multi-loyalty between the durable consumer goods and the fast moving consumer goods.Finally, we provide advice to companies of making market decisions through our research achievement, and show the defects of this study in theory and practice, and look direction for further research.