Faithful or Fickle?

Percentage or users of these products who are loyal to 1 brand.

Cigarettes

 ----------------------------------------------------------------- 71%

Mayonnaise

-----------------------------------------------------------------65%

Toothpaste

-------------------------------------------------------------61%

Coffee

----------------------------------------------------------58%

Headache remedy

--------------------------------------------------------56%

Film

--------------------------------------------------------56%

Bath Soap

-----------------------------------------------------53%

Ketchup

---------------------------------------------------51%

Laundry detergent

------------------------------------------------48%

Beer

------------------------------------------------48%

Automobile

-----------------------------------------------47%

Perfume/after shave

----------------------------------------------46%

Pet food

---------------------------------------------45%

Shampoo

--------------------------------------------44%

Soft drink

--------------------------------------------44%

Tuna fish

--------------------------------------------44%

Gasoline

---------------------------------------39%

Underwear

------------------------------------36%

Television

-----------------------------------35%

Tires

---------------------------------33%

Blue jeans

---------------------------------33%

Batteries

-----------------------------29%

Athletic shoes

---------------------------27%

Canned vegetables

-------------------------25%

Garbage bags

-----------------------23%

Source:

WALL STREET JOURNAL

Centennial Survey – 2000

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