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11/18/2011 - Younger buyers' brand loyalty limited


Younger car buyers were less loyal to a particular brand.

A new survey indicates there's a stark difference between older and younger drivers and how loyal they are to certain brands of vehicles.

According to consumer research group GfK Automotive, individuals who are born between 1965 and 1994 don't express the same kind of devotion to particular vehicle brands when compared to drivers who are older than them. Researchers say today's younger generation express more commitment toward electronics, such as home entertainment systems and smartphones.

Doug Scott, senior vice president of GfK Automotive, said automakers will have to adopt strategies so brand loyalty can be heightened.

"Automotive brands need to be aware of the effect of disenfranchisement among [the younger generation] and ensure appropriate product and marketing efforts," said Scott. Younger purchasers are least brand loyal, while boomers and pre-boomers remain brand loyal." 

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