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Loyalty to Product Variants (Paperback)
Loot Price: R2,101
Discovery Miles 21 010
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Loyalty to Product Variants (Paperback)
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Products in fast moving consumer goods categories come as different
variants such as pack-sizes, pack-types, flavours, forms, formulae,
etc. These variants are functionally highly differentiated from
each other, often each based on a specific attribute. This research
study empirically examined whether these functional differences
affect customer loyalty for the variants of products. A number of
market performance measures were used to assess the impact of
market shares size on levels of loyalty. This book is useful tool
for understanding a robust method of examining patterns of loyalty
in consumer markets. The findings here have conceptual and
practical significance, giving insights into a so far largely
unknown aspect of consumer behaviour. This knowledge should help
business managers develop a better understanding of marketing
management-related issues such as product, line and brand
management, assessing competitive tactics, setting targets for new
brands, and impact of promotion and other marketing mix factors on
the growth of brands. The book should also help consumer
researchers as it reveals several future research directions.
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