Sei sulla pagina 1di 4

1

My loyalty to pepsi Loyalty is a preference for a particular product or service, which is formed as a result of synthesis of sensations, emotions, thoughts regarding this product or service. Customer loyalty is approving of products, services, service, brand, logo, appearance, personnel, point of sale, etc. of a particular company. A formal definition of the term customers loyalty can be the following. Customer Loyalty is the measure of success of the supplier in retaining a long term relationship with the customer. Thus customer loyalty is when a supplier receives the ultimate reward of his efforts in interacting with its customer. Customer loyalty tends the customer to voluntarily choose a particular product against another for his need (Customer Loyalty - Meaning and its Important Concepts). A loyal customer must meet the following requirements: 1. Regularly purchases; 2. Buy a wide range of products; 3. Attract other buyers; 4. Does not respond to competitors' offers. Loyalty is determined by combination of behavioral characteristics and features that are perceived. Thus, behavioral loyalty is determined by buyers behavior during acquisition. Behavioral components of loyalty include: cross-selling, increased purchases, repeat purchases, maintaining the achieved level of customer interaction with the company. There are a lot of types of customers loyalty. Among them the following ones can be pointed out: Absolute loyalty is a situation in which high levels of behavioral loyalty meets a high level of perceived loyalty. Consumers with absolute loyalty are easiest to maintain. Thus, maintenance of existing standards of quality is enough to keep these customers.

Hidden loyalty means that the low level of behavioral loyalty meets a high level of perceived loyalty. A customer selects a company from the competition, but buys its products or services less frequently or not in such numbers as totally satisfied customers. The reasons for this are primarily external factors, such as lack of consumer income. In this situation, companies need to develop behavioral loyalty. They can use, for example, the price factors. False loyalty is observed in the case when a high level of behavioral loyalty meets low perceived loyalty. This situation is alarming because a consumer is not tied to the company. His purchase of this organizations products is the result of habits, limited supply. Lack of loyalty provides minimal opportunities for content consumers. Organizations should abandon the maintenance of this part of consumers, or take special measures to increase perceived loyalty. Therefore, customers loyalty is a very important factor for success of any business. Simply speaking, loyalty means that customers desire to buy a companys products in any time and circumstances. In fact, these customers are the constant customers. Such loyalty results in increasing demand and, respectively, financial results of a company. I would like to say a few words about loyalty to Pepsi. First of all, I have to provide some background information about the company under consideration. This information can be got from the following quote. PepsiCo, Inc. (PepsiCo), incorporated in 1919, is a global food and beverage company. The Company makes, markets, sells and distributes a range of foods and beverages in more than 200 countries and territories. The Companys brand includes Amp Energy, Aquafina, Aunt Jemima, Capn Crunch, Cheetos, Chesters, Chipsy, Chudo, Cracker Jack, Diet Mountain Dew, Diet Pepsi, Doritos, Duyvis, Emperador, Frito-Lay, Fritos, Fruktovy Sad, Frustyle, Gamesa, Gatorade, G2, G Series (Pepsi Company Profile).

I can be called as a loyal customer to Pepsi. However, I should think about the factors that may decrease the degree of this loyalty. Among these factors the following ones may be pointed out: price, taste, corporate policy, a companys image etc. First of all, growth of price may increase my level of income. As a result, I may be forced to decrease demand on this product. I believe that I am not an exception. Especially, it is important in the conditions of the global financial crisis and its consequences. Pricing strategy should moderate enough nowadays. Probably, even the different pricing segments should be implemented. Second of all, Pepsi is respected, because of its taste. I believe that it is impossible to spoil this taste, but it would be terrible. It is going to decrease the degree of my loyalty. Probably, it is going to leave the company without any customers. That is why the company should keep its traditional taste and additional develop new modern alternatives. It will keep constant customers and attract new. Third of all, corporate policy and image are also very important factors. They affect customers perception of the company and, respectively, products. For example, if the company negatively influences natural environment, it is not going to increase the degree of loyalty. These factors are important in the conditions of the modern society that thinks about its environment and future. To conclude we would like to say the following. A customers loyalty is a very important factor for the companys success. It results in growing demand and sales of the company. That is why it is very important to keep stable degree of this loyalty.

Works cited Customer Loyalty - Meaning and its Important Concepts. 04 October, 2012, <http://www.managementstudyguide.com/customer-loyalty.htm> Pepsi Company Profile. 04 October, 2012, <http://in.reuters.com/finance/stocks/companyProfile?symbol=PEP.N>