Creating And Sustaining Brand Equity Long Term Case Study - 20

Creating And Sustaining Brand Equity Long Term - Case Study Example Pampers was launched – a development from the previous diapers available in the market, which – per research done by P&G - was particularly disliked by mothers because they didn’t fit well, they leaked and there was a tendency for the paper to crumble. (p. 130) Recent statistics point to the fact that Americans are spending less time in shopping malls. (Kalakota and Whinston 1997, p. 219) The reasons behind this vary but that they form a pattern that demonstrates how the purchasing behavior is beginning to change throughout the world with the emergence of time-strapped and career-oriented consumers. Understanding the dynamics of these demographic changes is crucial for brand development and brand loyalty. Today, lifestyle and demographic trends have taken consumers away from conventional retailers of the past. Of course, store-based retailing is still strong, consumers appear to have less and less time for the process of buying from stores. There is the rudiment of getting into the car, driving miles to stores, searching for products and subjecting oneself to endless queues. This could be explained by the fact that today there is more pressure from companies for employees to work for longer hours or perform more work as they make do with fewer employees. And so people found themselves shopping from catalogs, shopping channels, and, recently, online. The demographic trends, wrote Ronald Drozdenko and Perry Drake (2002), that contribute to the movement of shoppers away from store retailers include: higher percentage of women in the workforce; higher percentage of family members working; more child-rearing activities that require parents’ time; increasing access to the internet at home; increase in ethnic population; and, less brand loyalty. (p. 9)