Marketing: Product Loyalty The American Heritage Dictionary states that the definition of loyalty is: “A feeling or attitude of devoted attachment and affection.” (Dictionary of American Heritage, 2006). People are loyal to their job, their friends, a football team or even their hairdresser. Some people buy particular brands and don't go away to try other brands. This is considered consumer loyalty. For reasons of affordability, great quality, diverse products, and overuse of products, I feel my loyalty as a consumer is with Kodak. My dad is a photographer but I was never allowed to touch his photography equipment growing up and I was too young to have my own, plus I wouldn't have been allowed to take it to school. So, at the age of 10, I received my first disposable camera from Kodak. From that point on, throughout high school, I became obsessed with the idea of ​​capturing moments on film, being able to drop them off at the local pharmacy, and having the photos to show classmates by lunchtime on Monday. I received a monthly allowance and since cameras were relatively cheap, I bought two a month. As I grew up, I no longer needed it; however I have never gone anywhere without it. I've tried Fujifilm, Walgreen's brand, and even a regular 35mm camera, but I've always preferred Kodak. In the beginning there were flashes for indoor/outdoor and outdoor use only. The advantage of single use was that most came with 27 exposures instead of the standard 24 exposures on a roll of 35mm film. Three extra images can make or break a phenomenal scrapbook! You also didn't have to worry about the battery running out like with other cameras. Over the years, Kodak began offering more options for capturing great moments, all for single use in addition to other products and services. Kodak, known professionally as the Eastman Kodak Company, named after founder George Eastman, was founded in 1888. This company was ranked and led the photography industry in making the photographic process easier to use and in providing photographic services to other industries, such as “medical, commercial, entertainment, and scientific applications” (History of Kodak, 2006). The company is a major multinational company, with a brand recognized in virtually every country in the world. (History of Kodak, 2006). The first KODAK camera was priced at $25 and contained nearly 100 exposures per roll of film.