Martin always chooses Colgate toothpaste at his local drug store. However, when the store occasionally runs out of Colgate, he will purchase Crest or Mentadent. What level of brand loyalty does Martin have to Colgate?
A) Awareness
B) Insistence
C) Preference
D) Resistance
E) Partiality

Question

Quizplus · Accepted Answer

Martin's brand loyalty to Colgate is at the level of preference, as he prefers it over other brands but is still willing to switch to other options when it is not available.

Martin Always Chooses Colgate Toothpaste at His Local Drug Store