Bud, Coors Light brands shine
Customer loyalty survey intends to predict future purchases
July 25, 2000 - The strength of the Budweiser and Coors Light brands stood out in a recent customer loyalty survey condcated by Brand Keys, a New York-based research firm.
The study probed customers' relationships with 129 brands in 24 categories, ranging from mobile-telephone manufacturers to diet soft drinks to online brokerages. Results provide the foundation of the Customer Loyalty Index, Brand Keys' semi-annual publication.
While traditional consumer research reflects what people say about their previous purchases, the proprietary Brand Keys methodology intends to project future behavior, determining which products and services people will buy over the next 18 to 24 months. For this study, researchers conducted nearly 16,000 brand assessments among adult Americans who use the brands in question.
Budweiser rated No. 1 in the beer category, while Coors Light was tops in light beer. Coors Light is the nation's third best selling light beer, behind Bud Light and Miller Lite.
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