Why do consumers change brands?
87% of consumers would change brands as a result of a bad experience. A study carried out by eAlicia among all its subscribers, clients and workers. Some conclusions that we have known thanks to the eAlicia survey service.
You may also be interested in other functions that eAlicia allows you to do, such as measuring the satisfaction of your customers or the quality of your services.
The dependent survey (refers to the questions that appear according to the answers you are doing) consisted of the following questions: Have you had a bad experience with the service they have offered you when buying a product? If they answered “Yes”, the question asked was: Would you change the brand for a similar competitor product? If they had answered “No” to the question about a bad experience, they were asked: “Would you change product if this brand increase the price of its product?”
To finish the survey, we asked them: With what brand, company have you had your bad / good experience Respondents could respond with a simple name but could also explain what had happened to them.With only three questions we have been able to obtain very significant information.
Why do consumers change brands?
“I would only change brands if I couldn’t afford it”
In the optional comments, we have come across interesting observations: “I would only change the brand if I couldn’t afford it.” For example, we know that the Apple brand is one of the most expensive on the market when we are talking about mobile telephony. There are phones with better features at much cheaper prices. What is the difference? A story that began years ago with customer loyalty through personalized service.
“I received a package in a poor condition and it took 2 days to start the refund procedures”
Another comment is about a girl who had a bad experience buying an online product. The consumer, who placed an order on «Wish», an online shopping portal, told us in the survey the following: «I received a package in a poor condition and it took 2 days to start the refund procedures. Next time I pay a little more and I make sure that I can follow my product at all times and can return it instantly if it is necessary.
After seeing two particular cases we are going with the generic data of the study.
87% of consumers would change brands as a result of a bad experience. On the other hand, all those who had answered that they had not had a bad experience, 72% would change their brand if it increased the price.
Another relevant information that we do not have mentioned in this report and that has been interesting to us has been the percentage of distribution portals that appeared in the answers to the third question. 90% were online distributors such as Amazon, ASOS, Zalando…
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