Loyalty is a Myth- in Grocery Retailing

Every data set has a story to tell and one  has to find the narrative.  An edible oil brand was facing fluctuation in its sales. We looked at their data from one retail store. The data reveled interesting insights.

There were a set of   customers who exhibited loyalty towards the retail store but the choice of brand changed from time to time.

The choice of brands shifted in the same price range.

In this particular case we found that the customers who had a budget of Rs.110/ liter for edible oil shifted their loyalty within the same range. They did not buy anything that was higher than their allocated budget for edible oil.

Shifting loyalty was also between three to four brands.

New entrants in market were also tried depending on the credibility of the parent brand or family.

Store Pvt label brands also had its own market share. There is loyalty for the store but the brands stocked struggle to get absolute loyalty.

How can the Edible oil brand handle the fluctuating demand?

Questions like this need more research  for insights!

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Trust building with customers is required. Mostly, trust deficit maybe the major reason for lack of loyalty.