This is the second edition of this exhaustive analysis - the first edition was presented in 2019 - which has more than 2,000 interviews conducted during the first months of 2020 and which gambling data japan phone number draws on previous Mediapost studies such as the Loyalty Monitor of 2017 or the I Study of Direct Advertising in Spain of 2018, from which a second impact is expected in the coming months of the year.
One of the main keys to be extracted from this study is the result of the section that has been included with respect to the previous edition: sustainability. Almost nine out of ten consumers in Spain demand sustainability policies and efforts from brands , half of them without any doubt and the other half always as long as it does not have a direct impact on the final price of the products.
This is not surprising if we take into account that price, for its part, is one of the main reasons for loyalty to a brand (76%). This is followed by satisfaction with the product (58%), sustainable values (22%), being a local or national brand (19%) or availability at the point of sale (17%).
Only 6% of Spaniards declare themselves loyal to a single brand, almost equal to the figure for 2019 (5.9%). Among the reasons for changing brands or being unfaithful, we once again find price: 56% would change brands if they found a better price and 50% for an attractive offer. In 19% of cases, the consumer would change brands if the usual one was not available on the shelves of the point of sale.
When asked about the preferred channel for receiving information about offers and promotions, the mailbox is once again the winner with 52% of positive responses. If we look at the age groups, only young people between 18 and 34 years old opt for digital media in the first place, with 41% compared to the national average of 22%.
You can watch the video of the presentation of the II Study of Relational Marketing here .
