The Taiwanese are Just like Australians in Their Loyalty to Fast Food Outlets

Abstract

Despite big differences in culture, types of food, retail environments and the brands on offer, the loyalty of Australian and Taiwanese consumers to fast food outlets is nearly identical. In both countries, a third of buyers purchase from the same branded outlet twice in a row, while two thirds buy from a different outlet, usually of a bigger brand. This was true for all brands, regardless of the type of food on offer or whether the brand was local or global. The analysis also confirmed that partitioning is limited, although there is some partitioning of the Australian market based on functional differences. The management implications are that marketers would be best served by aiming to attract customers rather than aiming to encourage loyalty, and that small sets of survey data can be usefully employed to reveal underlying market structure and brand performance measures. This is especially helpful in data-poor markets and categories.