2% of Indians loyal to brands; discounts don't keep them hooked: Experts

While experts argue that the plethora of choices fosters disloyalty, reality is that building brand-consumer connections is getting difficult

Amita Deshpande, a young urban professional was on the hunt for a wearable device. After some research and a lot of time spent weighing the options, she picked one. Purchase done, all seemed well. But when it was time for her next buy, did she go for the brand she had chosen the first time? No, because as is the norm with bargain hunters, she found herself a better deal, from another brand. 

Deshpande’s story is the story of the average buyer. Consumers show no loyalty to brands they purchase in most categories, says a new study by market research agency