Loyalty in the Age of Promotions

Description

This syndicated study explores how sustained financial pressure is reshaping the relationship between promotions and brand loyalty. Combining stress tracking with deep dives into promotional behavior, the study reveals how consumers become increasingly promotion-driven — and what brands must do to drive sales without eroding long-term equity.

What the study covers:

• How financial pressure normalizes deal-seeking and turns the “smart shopper” into the mainstream
• The dominance of promotions as the #1 trigger for trial and brand switching
• The fragility of loyalty: 9 in 10 consumers can be influenced by the right promotion
• How consumers actively compare offers and optimize choices in high-promo environments
• Why promotions alone don’t build loyalty — and what truly drives brand attachment (quality, trust, value)
• What makes promotions effective today: simplicity, transparency, and perceived fairness

Study Methodology & Sample Specifications

Methodology: Quantitative tracking (Consumer Stress Score + Attitudes Towards Promotions) + global benchmark
Sample: ~500 respondents/wave, urban Romania, 18–65
Fieldwork: 2025–2026