Saturday 24 February 2018

Why you are likely to stay with your childhood brand

THE car your parents had when you were growing up will have a big influence on the brand you buy, according to new research.

The study, which used official income data, says it found a "strong correlation in the brand of automobile chosen by parents and their adult children".

The question is addressed in a substantial study by experts Soren T Anderson, Ryan Kellogg, Ashley Langer and James M Sallee.

The authors conclude that the 'preferences' built up in childhood could explain why so many automakers carry so many models.

They say it is likely that giving consumers an opportunity to stay within a brand over the life cycle allows them to develop a brand preference.

It says the 'catch-them-young' strategy means buyers keep moving up the size and status of models within the range.

Irish Independent

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