In the context of market segmentation, which group represents customers that have loyalty to certain brands?

The group representing customers who have loyalty to certain brands is identified as those who currently buy from you and your competitor. This segment consists of customers who not only engage with your products but also show a willingness to purchase from competitors, indicating a certain level of brand loyalty.

These customers are likely invested in the market and have formed preferences based on their experiences. Their ongoing purchases signal attachment to specific brands, reflecting an established behavior beyond casual interaction. This brand loyalty means they are open to communication, which can be leveraged for targeted marketing strategies, ensuring that marketing approaches resonate with their established preferences.

The other groups, such as new customers, one-time purchasers, and window shoppers, lack a significant connection or loyalty to a specific brand. New customers may still be exploring options, while one-time purchasers have not demonstrated commitment to returning, and window shoppers are not making purchases. Therefore, the group that currently buys from you and your competitor accurately represents those who exhibit brand loyalty in the context of market segmentation.