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PASSAGE 3

Read the text and answer questions 27–40.

The costs of brand loyalty

A Londoner with a sudden urge for giant African snails could do worse than head to the bustling marketplace in Britton, a part of south London that is home to many people from Africa. Markets like Britton’s market that cater to migrants are testament to the fact that people often retain very strong preferences for the kinds of food they grew up eating. Just ask the expatriate Britons who flock to “Tea and Sympathy” in New York’s Greenwich Village for pots of Marmite, a yeast-based special choice that divides nationalities (and many of their own compatriots).

Past research has shown that people are often willing to pay much more for a favoured brand than for seemingly identical alternatives. It is not always obvious why. However, there is ample evidence to support the theory that brand food preferences form in childhood. Children have a predisposition to reject new foods, which is only overcome when they are repeatedly presented with, and encouraged to consume, a particular food. Evidence shows that children’s instinctive wariness of new foods dates back to the times when humans had to forage for food, and it was important that they learnt which foods were safe to eat. In the modern world, people routinely express a liking for a brand even though they are unable to tell the brand apart from rival brands in blind taste tests, and many studies have found that advertising alone cannot explain the strength of brand loyalty. >> 🔥 Form đăng kí giải đề thi thật IELTS 4 kĩ năng kèm bài giải bộ đề 100 đề PART 2 IELTS SPEAKING quý đang thi (update hàng tuần) từ IELTS TUTOR

A new study by economists from the universities of Tilburg and Chicago tracks the consumption patterns of 38,000 US households over two years, and confirms the theory that such brand loyalty is widespread, deep and long-lasting. There were clear local patterns in consumption, although the same brands were available everywhere. But 16% of people studied were migrants: they had grown up in one state and moved to another. These migrants had the same options, in terms of what was on offer and at what price, as everyone else in their adopted home, but although they consumed local favourites they bought fewer than longtime residents. This gap between purchases of migrants and those of the locally born was quite stubborn: although it faded the longer a person lived in their new state, it still took 20 years to halve in magnitude. Even 50 years on, it was still large enough to show up in the data. This could mean that the benefits of being the first brand into a market could last longer than might be assumed.

David Atkin of Yale University has identified some important implications of local food favourites. He suggests in a recent review that the effects of specific habits lead to issues broader than the best economists had anticipated. Atkin’s research shows that trade patterns can be influenced by deep-seated food preferences. For example, even when trade barriers are low, people’s attachment to familiar brands can limit the variety of goods that cross borders. This has consequences for market competition and economic efficiency. Atkin argues that policymakers need to consider these persistent preferences when designing trade agreements or promoting market integration. Such ingrained habits may also affect public health outcomes, as people continue to consume familiar but potentially less healthy products out of loyalty. The costs of brand loyalty, therefore, extend beyond individual purchasing decisions to shape broader economic and social trends. >> 🔥 Nhắn zalo 0905834420 join group zalo Hóng đề thi máy 4 skills để cập nhật đề thi thật 4 kĩ năng hằng ngày [Kèm giải & đề làm online]

Questions 27–30

Choose the correct answer.

27 In the first paragraph the writer’s purpose is to

○ show that London has a multicultural society.
○ point out that people grow up eating food from markets.
○ give examples of the wide variety of food available in Britain.
○ illustrate the way adults enjoy eating food from their childhood.

28 Economists from the universities of Tilburg and Chicago found that people who have migrated from one American state to another

○ were poorer than longtime residents of the new state.
○ sometimes returned to their home states to buy their favourite foods.
○ bought only some of the brands which were popular in their new state.
○ were particularly sensitive to price increases on food items.

29 Atkin’s research shows that
○ trade makes favourite foods hard to find.
○ persistent food preferences can affect trade patterns and market competition.
○ policymakers should ignore consumer habits when designing trade agreements.
○ brand loyalty has no impact on economic efficiency.

30 According to the passage, children’s wariness of new foods originally evolved because

○ they were influenced by advertising.
○ they needed to learn which foods were safe.
○ they preferred sweet tastes.
○ they imitated their parents’ eating habits. >> 🔥 IELTS TUTOR gợi ý tham khảo CẦN VIẾT & THU ÂM BAO NHIÊU BÀI ĐỂ ĐẠT 8.0 SPEAKING & 7.0 WRITING?  

Questions 31–35
Complete the summary using the list of words A–J below.

Brand loyalty often begins in 31 ________, when children are naturally cautious about unfamiliar foods. This tendency has evolutionary origins, linked to the need to avoid 32 ________ foods. Studies show that adults may prefer a brand without being able to distinguish it from competitors in 33 ________ tests. Research on migrants in the US reveals that even after 34 ________ years, differences in brand consumption between migrants and local residents remain noticeable. David Atkin suggests that such persistent preferences can influence 35 ________ and economic policy.

A – childhood
B – adulthood
C – poisonous
D – sweet
E – blind taste
F – market research
G – 20
H – 50
I – trade patterns
J – advertising budgets

Questions 36–40
Do the following statements agree with the information given in the passage?
Write:

YES if the statement agrees with the claims of the writer
NO if the statement contradicts the claims of the writer
NOT GIVEN if it is impossible to say what the writer thinks about this

1. People are always aware of why they prefer certain brands.

2. Advertising is the main factor behind strong brand loyalty.

3. Migrants in the study had access to the same products and prices as local residents.

4. Brand loyalty can have implications for public health.

5. David Atkin believes that food preferences have no significant economic impact.

27. D

28. C

29. B

30. B

31. A

32. C

33. E

34. H

35. I

36. NO

37. NO

38. YES

39. YES

40. NO
 

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