The Relationship between Household Lifecycle 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 sharply as households shift from the pre-family stage to the young family stage, remains relatively lower through the older family stage, and then increases sharply at the post family and older single stages.