The relationship between household life cycle and brand loyalty

Abstract

This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to another. Analysing 45 brands in three consumer product categories in the UK, we find that the changes follow a U shape pattern. Brand loyalty declines as households shift from the young single stage to the young couple and the young family stage, remains relatively lower through the older family stage, and then increases at the post family and older single stages.