Brand loyalty and variety seeking in Nigeria have come under scrutiny in this thought-provoking feature as opinion writer, Olakunle Yusuf, examines the duo through the lens of Nigeria’s political realities, to know whether voters are standing by performance or shopping for fresh alternatives. He draws a striking parallel between consumer choice and political defections, while stressing that 2027 should be about accountability, not just party movement…
From a marketing strategy viewpoint, understanding the pattern of consumers’ brand purchases is critical. In today’s hypercompetitive market place, retaining consumers is crucial for survival and far more profitable than constantly fighting to attract new customers. However, because of factors such as the abundance of choices available in most product categories, the availability of information about them, the similarity of many offerings, the demand for value, and the lack of time to always find a particular brand, there is evidence that loyalty to particular brands is decreasing in many products category.
For consumers to be brand loyal, they must not only purchase the same brand repeatedly but also have a cognitive commitment to do so. The brand must have sufficient meaning for them that they purchase it not because of convenience or deals but because the brand represents important benefits or values to them. Brand loyalty is an intrinsic commitment to repeatedly purchase a particular brand. It is differentiated from repeat purchase behavior because the latter focuses only on the behavioral action without concern for the reasons for the habitual response.
Variety seeking is a cognitive commitment to purchase different brands because of factors such as the stimulation involved in trying different brands, curiosity, novelty, or overcoming boredom with the same old thing. It is the antithesis of brand loyalty in that consumers’ purchase behavior differs and the cognitive commitment to purchase is opposite and that of brand-loyalty purchases. Variety seeking has also been differentiated from derived varied behavior in that the latter does not involve intrinsically motivated behavior. Derived varied behavior results from external cues in the environment; for example, a store is out of stock of a particular brand or a deal is available for a different brand.
The degree to which consumers are brand loyal or seek variety can be viewed as a continuum. For example, consumers might be completely brand loyal, loyal but switch occasionally, change loyalty from one brand to another, variety seek among a limited set of brands and options, or variety seek among all brands and options during a particular consumption period. Multiple brand strategies are designed not only to appeal to different target markets but also to capitalize on consumers who seek variety. Brand extensions are designed in part to appeal to brand-loyal customers who also seek variety within a branded group and increase sales to them.
Brand loyalty and variety seeking are opposing forces in consumer behavior. Loyalty builds habit and trust, while variety seeking drives a desire to explore. Rather than strictly exclusive, consumers often balance both depending on the product category.
In a nutshell, brand loyalty. What it is: The tendency to consistently purchase the same brand over time. Drivers: High switching costs, perceived quality, trust, convenience, and emotional connection. Variety seeking. What it is: The tendency to occasionally or frequently switch brands to try alternatives, even if the current brand is satisfactory. Drivers: Curiosity, boredom, sensory-specific satiety or a desire for novelty.
What is playing out in our political space in Nigeria is both interesting and intriguing. It is no longer news that state Governors decamping from their elected platforms to the ruling party, All Progressives Congress, APC. Also included in this infamy are lawmakers, both national and sub-nationals. So, I ask: where is loyalty? Or better, where is morality? Or as we say in Marketing Communications, where lies brand loyalty? I conducted random Vox-Pop with a few people asking why politicians in Nigeria jump-ship without recourse to any philosophical leanings. Their answers though debatable, were eye-openers.
Some believe selfish interests not national or populist interests fueling defections. While changing political parties not new in Nigeria, forth republic politicians have taken it a notch higher. Nonetheless, some are still saying Nigeria is drifting to one party system. Claims which fall flat in the face of reality. The last time I checked, Nigeria is a multi- party country. This is enshrined in our constitution. Also, is the freedom of association. Majority of Nigerians are not even aghast with politicians changing political parties. All they want are dividends of democracy. How does this put food on my table? How would this pay school fees of my children? How would this improve my livelihoods?
I vividly remember events leading to 1993 presidential election adjudged freest, fairest and most credible election in the history of Nigeria. Chief Moshood Kashimawo Abiola (MKO), locked horns in debate with the opposition, Alhaji Bashir Tofa, on national television. The business mogul, chief Abiola, mesmerized viewers with facts and figures and accurate data. He knew how much a bag of rice cost. How much a derica of cassava flake (garri) and beans cost. He was attuned with everyday life of an average Nigerian. Little wonder, he won the election landslide.
What do we have today? Politicians detached from the people and realities. In Nigeria, unlike law of gravity, anything that goes up never comes down. Prices of goods and services skyrocketed aftermaths of fuel subsidy removal. While the policy is laudable, effects are excruciating pains. This government has good intentions, though. It must match this with action. Sometimes, perception could be seen as reality. It must deliberately ameliorate the sufferings of Nigerians. For instance, with seventy thousand naira as current minimum wage, how do I feed myself and dependents? Sharing palliatives to vulnerable people not enough. There must be intentional policy assuaging plights of citizens. Nothing stops us from having refineries in every geo-political zone. This could be achieved through public private partnership. If there are competitions in this sector, like in telecommunications, average Nigerians would be happy for it.
I do know current president is a listening leader. In fact, those aspiring to any elective positions should study him. Right from 1993, when he was Senator of the federal republic of Nigeria under Social Democratic Party (SDP), he has stayed the course. Even in this fourth republic- From AD to ACN, AC and now APC. Parties names may change but same structures persist. This makes him a leader and builder not opportunist. If same rigour is channeled in building a Nigeria of our fore fathers dreams, in security, energy and economy, posterity will never forget.
Now that we are having varieties in our polity, let us choose wisely. 2027 must not be treated with levity. It must be seen as crunch time. The choice is ours: brand loyalty or variety seeking? Loyalty to performance and good governance? Or seeking alternatives? May God bless federal republic of Nigeria.
